Year of Award
2009
Document Type
Thesis
Degree Type
Master of Arts (MA)
Degree Name
Communication Studies
Department or School/College
Department of Communication Studies
Committee Chair
Steve Schwarze
Commitee Members
Ann Cook, Joel Iverson
Keywords
Extended Paralell Process Model, Gardasil, Health Belief Model, Merck, Theory of Reasoned Action
Publisher
University of Montana
Abstract
In June of 2006, Merck gained FDA approval for Gardasil, a human papillomavirus vaccine. Shortly before, Merck also launched a large campaign to advertise the vaccine, which has continued through today. Because of the vast number of women the vaccine has the potential to affect, the product has become socially significant. Therefore, this study examines the Gardasil campaign and how it is persuasive. More specifically, this paper studies the rhetorical appeals Merck uses and explores the ethical strengths and limitations of the advertisements. The study explores how the Gardasil campaign blends elements of an informative Campaign with an advertising campaign, and the implications of doing so. Finally, based on Merck’s blended campaign, this study makes suggestions for future blended campaigns.
Recommended Citation
Buttweiler, Brittney Lee, "Because We Have the Power to Choose: A Critical Analysis of the Rhetorical Strategies Used in Merck's Gardasil Campaign" (2009). Graduate Student Theses, Dissertations, & Professional Papers. 89.
https://scholarworks.umt.edu/etd/89
© Copyright 2009 Brittney Lee Buttweiler