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Influence Of Merck Gardasil 9 Advertisements On Male Vaccination Behavior Through A Health Belief Model Framework, Lauren Kierpa
Influence Of Merck Gardasil 9 Advertisements On Male Vaccination Behavior Through A Health Belief Model Framework, Lauren Kierpa
USF Tampa Graduate Theses and Dissertations
Merck’s Gardasil advertisements for human papillomavirus (HPV) traditionally targeted women, thus feminizing the vaccine (Daley et al., 2017). With the release of newer gender-neutral Gardasil vaccine advertisements, this study seeks to understand the influence this campaign has on college-aged males’ intent to vaccinate. This study, grounded in the health belief model, analyzes the “Numbers Move You” advertisement through in-depth interviews. Then, for increased validity, a textual analysis of Merck Gardasil broadcast advertisements was conducted with the health belief model as a framework. The health belief model seeks to understand the reasoning behind health behavior change. The health belief model includes …
Super Bowl Ads And The Donald Trump Culture War, Jessica Barron
Super Bowl Ads And The Donald Trump Culture War, Jessica Barron
USF Tampa Graduate Theses and Dissertations
There have been studies that have looked at how television commercials represent or portray minorities such as gender or race. Very few have tried to look at how commercials compare to the culture, specifically in regards to a presidential term and the culture they promote. This present study examines Super Bowl commercials during the culture war led by the Donald Trump administration and looks to discover if these advertisements are becoming more diverse in comparison to the previous presidency. Using content analysis, the researcher analyzed and compared 50 commercials from three different time periods 2009-2010, 2013-2014, and 2017-2018. The categories …
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
USF Tampa Graduate Theses and Dissertations
Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …
Internships In Public Relations And Advertising: The Nature Of The Experience From The Student's Perspective, Catherine Ann Gugerty
Internships In Public Relations And Advertising: The Nature Of The Experience From The Student's Perspective, Catherine Ann Gugerty
USF Tampa Graduate Theses and Dissertations
This qualitative content analysis examines the nature of experience of public relations and advertising interns. Three decades of scholarly inquiry into the internship experience has provided little insight into the actual experience of the interns themselves. Yet what is learned directly from their individual experience can provide both educators and professionals valuable insight for enhancing the learning process. The following study is a qualitative content analysis of journals and focus groups of undergraduates enrolled in public relations and advertising internships/practicums. The interns' experience follows four themes: (1) the perception of importance; (2) perceived learning benefits; (3) influence of supervisors; and …