Dissertation/Thesis Abstract

Normalizing happiness: The rhetoric of depression in Direct -to -Consumer advertising
by Ryan, Holly Lynn, Ph.D., The University of Arizona, 2009, 172; 3369215
Abstract (Summary)

Direct-to-Consumer advertisements for antidepressants suggest to a broad audience of American consumers that it is desirable to be productive in work and supportive of friends and family members in addition to being happy and well. The consumers' inability to reach this norm is ascribed to a possible medical condition that can be treated with particular pharmaceuticals. In this way, the ads act as rhetorical agents, defining some inclinations as desirable (normal) and others as undesirable (abnormal), and persuading consumers to regulate their behaviors through medication. Ultimately, these advertisements reinforce the boundaries between normal and abnormal emotional health.

Indexing (document details)
Advisor: Mountford, Roxanne, Hall, Anne Marie
Commitee: Britt, Elizabeth, Hall, Anne Marie, Miller, Thomas, Mountford, Roxanne
School: The University of Arizona
Department: Rhetoric, Composition & the Teaching of English
School Location: United States -- Arizona
Source: DAI-A 70/08, Dissertation Abstracts International
Subjects: Marketing, Rhetoric
Keywords: Advertising, Depression, Direct-to-consumer, Happiness, Rhetoric
Publication Number: 3369215
ISBN: 9781109310719
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