The book strives for as complete and dispassionate a description of the situation as possible. It covers in detail:
- the substantive law applicable to euthanasia, physician-assisted suicide, withholding and withdrawing treatment, use of pain relief in potentially lethal doses, palliative and terminal sedation, and termination of life without a request (in particular in the case of newborn babies);
-the process of legal development that has led to the current state of the law;
-the system of legal control and its operation in practice;
-the results of empirical research concerning actual medical practice.
A concluding part deals with some general questions that arise out of the material presented: Is the legalisation of euthanasia an example of the decline of law or should it, on the contrary, be seen as part and parcel of the increasing juridification of the doctor-patient relationship? Does the Dutch experience with legalised euthanasia support the idea of a 'slippery slope' toward a situation in which life-especially of the more vulnerable members of society-is less effectively protected? Is it possible to explain and to predict when a society will decide to legalise euthanasia?
From the late 1960s, advertising agency account planners helped to develop long-running advertising campaigns that went on to build well-known household brands that we still use today. It was a golden era of advertising, partly because the campaigns seemed to connect with consumers so well. But who were the account planners who helped to develop these campaigns and build these brands?
In 98% Pure Potato, the untold history of those real-life men and women is revealed through insights and anecdotes from some of account planning’s most revered pioneers: David Baker, John Bruce, David Cowan, Lee Godden, Christine Gray, EV Jenkins, John Madell, Jane Newman, Jim Williams, Roderick White, Paul Feldwick, Jan Zajac and many more.
Industry experts John Griffiths and Tracey Follows trace the true beginnings, rise and evolution of the discipline that came to be known as ‘advertising account planning’, uncovering how the UK’s most iconic campaigns came to be, and exploring what challenges and opportunities lie ahead.
This is the enlightening history of how a fundamental part of advertising practice came out of the UK, as well as an instrumental guide for anyone working or hoping to work in the advertising industry today.