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A Critical Discourse Analysis Of The Marketing Of Merck & Co.'S Human Papillomavirus Vaccine Gardasil®, Malika A. Redmond

Women's, Gender, and Sexuality Studies Theses

This is a critical discourse analysis research project that examines the print and television advertisements of Merck & Co.’s Human Papillomavirus (HPV) vaccine GARDASIL®. There are three commercial campaigns identified for this project: “Make the Connection/ Charm4Life,” “Tell Someone,” and “One Less/ I Choose.” Two print and two television commercials per campaign are analyzed. I used black feminist and girls studies theoretical frameworks to address how representations of race, class, “girl power,” and the cooptation of feminist language are both expressed and utilized in the marketing as a method to target consumers. I conclude with “parody/ protest” advertisements of the …