Abstract
The effects associated with deceptive pharmaceutical advertising are considerable. Modern-day deception in pharmaceutical advertising no longer occurs through verbal means or visual means alone. Rather, deception is carried out by putting together the verbal and the visual components of an ad in a certain way. Based on existing research, this chapter concludes that pharma ads often illustrate the verbal presentation of drug risks and side effects with distracting visuals. When this happens, audiences are hindered in their processing of the verbal information. This matters because pharma advertising is allowed under the condition that a fair balance between risk and benefit information is provided. When verbal–visual mismatches are used in segments disclosing risks and side effects, fair balance cannot be reached.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
