[T]he book provides insightful critiques of the weaknesses in media studies of content analysis (a common media research technique), and social learning theory, which underpins many working hypotheses in health communications. Fisher's book also is one of the first in health communications literature to report econometric studies that analyze the impact of media exposure on consumption patterns for alcohol and cigarettes. . . . [T]he interdisciplinary sweep makes the book valuable for graduate collections.

Choice

Fisher's conclusions are clear and solid and do not go beyond the data or the methods. He succinctly puts the question of advertising into perspective: when it comes to fighting for brand shares, advertising money is well spent, but if used to try to make people drink or drink abusively, advertising money is wasted. . . . Fisher presents a fair and balanced analysis of the power and limitations of advertising. Moreover, he has `developed a profound respect for consumers (who)…know their own minds and act accordingly.' I hope this excellent book will open the closed minds of those who see only what they want to see. If you seek the truth, read this book.

The New England Journal of Medicine