NORMALIZING HAPPINESS: THE RHETORIC OF DEPRESSION IN DIRECT-TO-CONSUMER ADVERTISING

Persistent Link:
http://hdl.handle.net/10150/194523
Title:
NORMALIZING HAPPINESS: THE RHETORIC OF DEPRESSION IN DIRECT-TO-CONSUMER ADVERTISING
Author:
Ryan, Holly Lynn
Issue Date:
2009
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
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.
Type:
text; Electronic Dissertation
Degree Name:
Ph.D.
Degree Level:
doctoral
Degree Program:
Rhetoric, Composition & the Teaching of English; Graduate College
Degree Grantor:
University of Arizona
Advisor:
Mountford, Roxanne; Hall, Anne Marie
Committee Chair:
Mountford, Roxanne; Hall, Anne Marie

Full metadata record

DC FieldValue Language
dc.language.isoENen_US
dc.titleNORMALIZING HAPPINESS: THE RHETORIC OF DEPRESSION IN DIRECT-TO-CONSUMER ADVERTISINGen_US
dc.creatorRyan, Holly Lynnen_US
dc.contributor.authorRyan, Holly Lynnen_US
dc.date.issued2009en_US
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractDirect-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.en_US
dc.typetexten_US
dc.typeElectronic Dissertationen_US
thesis.degree.namePh.D.en_US
thesis.degree.leveldoctoralen_US
thesis.degree.disciplineRhetoric, Composition & the Teaching of Englishen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorMountford, Roxanneen_US
dc.contributor.advisorHall, Anne Marieen_US
dc.contributor.chairMountford, Roxanneen_US
dc.contributor.chairHall, Anne Marieen_US
dc.contributor.committeememberMiller, Thomasen_US
dc.contributor.committeememberBritt, Elizabethen_US
dc.identifier.proquest10637en_US
dc.identifier.oclc659753379en_US
All Items in UA Campus Repository are protected by copyright, with all rights reserved, unless otherwise indicated.