Evidence of Biased Advertising in the Case of Social Egg Freezing
Evidence of Biased Advertising in the Case of Social Egg Freezing
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DOI：
10.1080/20502877.2017.1396033
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发表时间：
2017-01-01
影响因子：
1.2
通讯作者：
Barbey, Christopher
中科院分区：
文献类型：
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作者：
Barbey, Christopher
卵母细胞冷冻保存，或“卵子冷冻”，是保存未受精的卵母细胞用于以后受精的实践。这种做法使妇女能够延长生育年龄。2014年，Facebook和Apple宣布将为女性员工选择性或“社交”使用冷冻卵子提供补贴，以便这些女性能够更轻松地兼顾职业和家庭生活的需求。这一声明引起了争议和道德辩论。鉴于社会卵子冷冻（SEF）越来越受欢迎，伦理和实证分析是必要的。在这里，我利用内容分析来检查SEF广告中的媒体信息。我的结论是，许多生育诊所从事有偏见的广告-即他们宣传的服务有说服力，而不是信息，强调间接的好处，同时尽量减少风险和成功地使孩子足月的机会低。由于医疗服务广告已被证明会影响这些服务的使用，因此SEF广告应强调有关成功率、使用率、成本和风险的清晰且易于解释的统计数据。
Oocyte cryopreservation, or 'egg freezing,' is the practice of preserving unfertilised oocytes for later fertilisation. This practice allows women to extend their reproductive years. In 2014, Facebook and Apple announced that they would subsidise their female employees' elective-or 'social' - use of egg freezing so that these women can more easily reconcile the demands of career and family life. This announcement engendered controversy and moral debate. Given that social egg freezing (SEF) is becoming more popular, ethical and empirical analyses are warranted. Here, I utilise content analysis to examine media messages in advertising for SEF. I conclude that many fertility clinics engage in biased advertising - i.e. they advertise the service persuasively, not informatively, emphasising indirect benefits while minimising risks and the low chance of successfully bringing a child to term. As advertising for medical services has been shown to influence the use of those services, advertising for SEF should emphasise clear and easily interpretable statistics about success rate, usage rate, cost, and risk.