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A Sugary Mess: A Rhetorical Study of the New York City Department of Health and Mental Hygiene's 2009 Anti-Smoking and Empty Calorie Beverage Public Service Advertisments

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dc.contributor.advisor Ballard-Reisch, Deborah en_US
dc.contributor.author Smith, Jordan Douglas en_US
dc.date.accessioned 2011-07-15T14:59:53Z
dc.date.available 2011-07-15T14:59:53Z
dc.date.issued 2011-05-04 en_US
dc.identifier.citation Smith, J.D. (2011). A Sugary Mess: A Rhetorical Study of the New York City Department of Health and Mental Hygiene's 2009 Anti-Smoking and Empty Calorie Beverage Public Service Advertisments. -- In Proceedings: 7th Annual Symposium: Graduate Research and Scholarly Projects. Wichita, KS: Wichita State University, p. 136-137 en_US
dc.identifier.uri http://hdl.handle.net/10057/3623
dc.description Paper presented to the 7th Annual Symposium on Graduate Research and Scholarly Projects (GRASP) held at the Marcus Welcome Center, Wichita State University, May 4, 2011. en_US
dc.description Research completed at the Elliott School of Communication en_US
dc.description.abstract Throughout the last decade, the New York City Department of Health and Mental Hygiene (NYDOH) have launched numerous Public Service Advertisements (PSA) to curb the use of tobacco and consumption of "empty calorie" beverages. Numerous media outlets have referred to these campaigns and their images as impeding and ill-mannered, highlighting their existence as controversial from the onset. Previous literature indicates that controversial styles of advertising, specifically those using explicit means of communication, provoke psychological reaction and recall regarding the topic of the advertisement. This study uses a triangulated approach to data analysis in answering three research questions pertaining to media and consumer reactions through the rhetorical strengths featured in each of the campaigns. The results indicate that themes emerge between proponents and opponents of the campaign that justify the use of controversial styles in PSA; information recall, questioning of health practices and discourse as a solution. In conjunction with Althusser's (1971) Subject Positioning theory, each campaign's rhetorical strategy is found to be effective. Future research may capitalize on identifying scales of reaction and their consequent behavioral changes in the consumer. en_US
dc.language.iso en_US en_US
dc.publisher Wichita State University. Graduate School en_US
dc.relation.ispartofseries GRASP en_US
dc.relation.ispartofseries v.7 en_US
dc.title A Sugary Mess: A Rhetorical Study of the New York City Department of Health and Mental Hygiene's 2009 Anti-Smoking and Empty Calorie Beverage Public Service Advertisments en_US
dc.type Conference paper en_US

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