Because We Have the Power to Choose: A Critical Analysis of the Rhetorical Strategies Used in Merck's Gardasil Campaign

Author

Brittney Lee Buttweiler, The University of Montana

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

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