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Public Service Versus Self-Serving

The good, the bad, and the ugly about direct-to-consumer advertising.

I was hanging out with a friend this weekend, when we got on the subject of drug advertisements on TV. My friend started imitating the way people are pictured in those ads frolicking through a beautiful garden or gamboling in a fairy-tale woodland while all of the awful side effects of the drug are being read quickly in the background. Is it any wonder, we remarked, that people don't take seriously enough the potential risks of taking any drug?

Interestingly, I'd had almost the exact conversation with a work colleague the week before. He was considering the issue of how to communicate risk to the public and wondering why ...

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