{"product_id":"politics-propaganda-and-public-health-9781498552998","title":"Politics Propaganda and Public Health","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003ePolitics, Propaganda, and Public Health: A Case Study in Health Communication and Public Trust takes an in-depth look at Merck Pharmaceutical''s groundbreaking launch of the Gardasil vaccination and ways in which new trends in pharmaceutical marketing affect public health awareness efforts. Prior to receiving FDA approval for Gardasil, Merck built up concern around the human papillomavirus through early awareness messaging. Though Merck''s approach may have promoted inoculation efforts, the company seemingly crafted a product endorsement for Gardasil through its social marketing strategy and nationwide lobbying. The question is, do the ends justify the means? Crosswell and Porter use a unique combination of eye tracking data, in-depth interviews, and rhetorical analysis as they examine what happens to public trust when Big Pharma combines product marketing with awareness messaging. This book offers a platform for cross-disciplinary debate on the effects of direct-to-consumer advertisin\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThis book will challenge the approach and deepen the understanding of health communication under the holistic model where politics, propaganda, and public health are connected.  The chapters provide an in-depth analysis of the complexities that exist in commercial enterprise and the balance between products, profits, politics, and social benefits. The book represents an enormous step forward in commercializing social awareness and social marketing fully into the field of health communication implementation. Its insights into practice of social cognition theory in Merck's campaign are invaluable for any serious reader of  behavioral economics in this contemporary society. The centrality of addressing the public trust and influence of corporate interests in campaign messages makes this publication an essential contribution to the capacity building of public health and health communication as well. -- Muhiuddin Haider, University of Maryland\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgements  Preface  CHAPTER ONE: The Doctor, the Baker, and the Medicine Maker CHAPTER TWO: An American System of Pharmaceutical Influence CHAPTER THREE: Deconstructing Merck’s Awareness Campaign  CHAPTER FOUR: Social Trust and Public Health CHAPTER FIVE: Consumer Perspectives CHAPTER SIX: Pharmaceutical Conglomerates and American Politics  CHAPTER SEVEN: Global Implications of American Medicalization  CHAPTER EIGHT: The Genderization of a Vaccination   Conclusion   References Appendix A: Commercial Transcripts for Pre-FDA Messages  Appendix B: Moderator Guide for U.S. Focus Groups  Appendix C: Additional Material\/Questions for International Focus Groups  Appendix D: Moderator Guide Foe Co-Ed Marketing Focus Groups  Appendix E Demographic Survey for All Focus Groups  Appendix F: Eye Tracking Materials  Index About the Authors","brand":"Lexington Books","offers":[{"title":"Default Title","offer_id":51040760103255,"sku":"9781498552998","price":81.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781498552998.jpg?v=1750947755","url":"https:\/\/bookcurl.com\/products\/politics-propaganda-and-public-health-9781498552998","provider":"Book Curl","version":"1.0","type":"link"}