NORMALIZING HAPPINESS: THE RHETORIC OF DEPRESSION IN DIRECT-TO-CONSUMER ADVERTISING
dc.contributor.advisor | Mountford, Roxanne | en_US |
dc.contributor.advisor | Hall, Anne Marie | en_US |
dc.contributor.author | Ryan, Holly Lynn | |
dc.creator | Ryan, Holly Lynn | en_US |
dc.date.accessioned | 2011-12-05T22:37:43Z | |
dc.date.available | 2011-12-05T22:37:43Z | |
dc.date.issued | 2009 | en_US |
dc.identifier.uri | http://hdl.handle.net/10150/194523 | |
dc.description.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. | |
dc.language.iso | EN | en_US |
dc.publisher | The University of Arizona. | en_US |
dc.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. | en_US |
dc.title | NORMALIZING HAPPINESS: THE RHETORIC OF DEPRESSION IN DIRECT-TO-CONSUMER ADVERTISING | en_US |
dc.type | text | en_US |
dc.type | Electronic Dissertation | en_US |
dc.contributor.chair | Mountford, Roxanne | en_US |
dc.contributor.chair | Hall, Anne Marie | en_US |
dc.identifier.oclc | 659753379 | en_US |
thesis.degree.grantor | University of Arizona | en_US |
thesis.degree.level | doctoral | en_US |
dc.contributor.committeemember | Miller, Thomas | en_US |
dc.contributor.committeemember | Britt, Elizabeth | en_US |
dc.identifier.proquest | 10637 | en_US |
thesis.degree.discipline | Rhetoric, Composition & the Teaching of English | en_US |
thesis.degree.discipline | Graduate College | en_US |
thesis.degree.name | Ph.D. | en_US |
refterms.dateFOA | 2018-08-25T01:55:20Z | |
html.description.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. |