Date of Award

12-2011

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Nobuya Inagaki

Second Advisor

Dr. Robin Wynward

Abstract

This thesis explores the relationship of Direct to Consumer Advertising (DTCA) and Language Expectancy Theory (LET) by conducting a critical analysis of three medications used to treat depression. Society and the medical profession have created a dichotomy between the well and pathological state. The study reviews if DTCA uses language and visual cues to influence the use of medications, to downplay potential side effects, to portray life as better when taking a medication and to remove personal responsibility for health. There are common elements used in DTCA of antidepressants. The review of the common elements shows the use of specific language and symbolism create a positive violation and results in a culturally positive perception of medication use.

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