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Philip Morris Faces "The Truth": A Rhetorical Analysis Of The Persuasiveness Of Two Teen-Targeted Anti-Smoking Advertising Campaigns, Marybeth Mcmurray
Philip Morris Faces "The Truth": A Rhetorical Analysis Of The Persuasiveness Of Two Teen-Targeted Anti-Smoking Advertising Campaigns, Marybeth Mcmurray
Theses and Dissertations
This thesis examines the persuasiveness of anti-smoking television advertisements aimed at teens and produced by Philip Morris's Youth Smoking Prevention Program and the American Legacy Foundation's truth campaign. The advertisements are analyzed rhetorically using Kenneth Burke's dramatistic approach, supplemented by theory related to persuasive advertising, characteristics of at-risk adolescents, persuasive attack, and persuasive defense (apologia).
The analysis indicates that strong central themes present in both the Philip Morris and truth campaigns act as a means of rhetorical persuasion, but are not necessarily rhetoric designed to persuade adolescents not to smoke cigarettes. The truth campaign advertisements contain both strengths and weaknesses. …