Electronic Theses and Dissertations

Date

2021

Document Type

Dissertation

Degree Name

Doctor of Philosophy

Department

Communication

Committee Chair

Amanda Young

Committee Member

Craig Stewart

Committee Member

Barbara McClanahan

Committee Member

Amanda Nell Edgar

Abstract

Using qualitative content analysis, I studied the visual and verbal narratives in DTCAs and analyzed transportation and identification cues that are described in narrative persuasion. My DTCAs were mined from the top ten programs (Neilsen Ratings), during the last three months of originally aired shows of the 2016 and 2018 season. All of the narratives are either a classic drama or vignette and are messages that communicate wellness or a restoration of health. Other results show a distinct difference between the narratives that are communicated visually versus verbally, with the majority of transportation and identification cues contained in the visual information. Differences between visual and verbal information resulted in incongruent messages about the story. The ads contained transportation cues in the form of vivid images as well as novel strategies. The most frequent identification cues were activities that included self-care and recreation, enjoyment, healthy and happy relationships with family, and third person perspectives. Some of the novel cues in the ads blur the lines between reality and fiction. Additionally, the stories are of individuals with health conditions whose health and joy has been restored as a result of taking the advertised medicine. There are few interactions with practitioners which promotes self-diagnosis and fosters an exclusive relationship between the consumer and pharmaceutical. I also found that there are skewed representation of women and men in the ads. This study is beneficial to consumers and practitioners. DTCA literacy improves consumer knowledge about these unique types of health messages. The study also provides insight for practitioners about the influential strategies used on viewers when their patients request a medication.

Comments

Data is provided by the student.

Library Comment

Dissertation or thesis originally submitted to ProQuest

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