Business Commons^™

Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai

Electronic Theses and Dissertations

The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements …

Thomas Kent's Paralogic Rhetoric As A Framework For Analyzing Corporate Social Responsibility Discourse, Donald E. Penner

English Department Theses

Corporate social responsibility (CSR) scholarship increasingly uses rhetorical theory as a method for analyzing contested meaning between communicants. However, the classical and social constructivist rhetorical theories typically used for analysis do not address the primary cause of contested meaning – relativism. Conversely, such theories often contribute to a dualistic worldview by utilizing internally imagined conceptual schemes for analyzing texts. This thesis proposes Thomas Kent’s paralogic rhetorical theory as an alternative method of analyzing CSR texts, and focuses on three common areas typically utilized in rhetorical analyses of CSR texts: text reception, the rhetorical situation, and genre. Where paradigmatic rhetorical theories …

Emotional Appeals In Nonprofit Advertising: A Rhetorical Analysis Of Print Ads By The Susan G. Komen Breast Cancer Foundation And The American Cancer Society, Dominique N. A. Harrison

Electronic Theses and Dissertations

Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, …

Budweiser In The 2017 Super Bowl: Dialectic Values Advocacy And The Rhetorical Stakeholder, Benjamin P. Windholz

Theses and Dissertations--Communication

Organizational-public relations discourse is changing given the advent of social media, and corporate statements are evaluated under different criteria in the digital age. Grounding Budweiser’s response to controversy over their 2017 Super Bowl advertisement in terms of consumer expectations for corporate social responsibility provides a new perspective for approaching Bostdorff and Vibbert’s (1994) conceptualization of values advocacy. This study recognizes the power of the rhetorical stakeholder, a discursively created public, and demands re-evaluation of the values common to society from a co-creational OPR perspective. Conceptualizing dialectic values advocacy outlines the changing values among contemporary, common stakeholders as well as the …

The State Of The Anti-Union Address: A Rhetorical Critique Of Select Service Worker Training Methods, Richard Ries

Electronic Theses and Dissertations

This is an interdisciplinary master's level thesis that explores links among technical writing, training manuals, surveillance, and anti-union rhetoric used with service workers in select American chains and franchises. Brief histories are provided, including those of technical writing, the rise of unions in America, and how technical writing became inextricably linked with labor. A major shift occurred in the 20th century when workers began interacting less with products and more with the public. The research focuses on training manuals, techniques, and rehearsed dialogues of McDonald's, Wal-Mart, Starbucks, Whole Foods, Panera, and Publix, though similar organizations are referenced. Service worker language, …

Examining Gender In Pharmaceutical Rhetoric Through A Cultural Studies Lens: A Case Study On The Gardasil Vaccine, Jennifer Fickley-Baker

Electronic Theses and Dissertations

On June 8, 2006, Merck announced the debut of Gardasil, the world's first vaccine found successful in preventing human papillomavirus (HPV) infections, a sexually transmitted infection that is one of the main causes of certain cancers in men and women, including cervical, vulvar, penile and anal cancers. To promote the vaccine's release, Merck launched Gardasil's "One Less" advertising campaign that included television commercials, print ads and a consumerfocused website (www.Gardasil.com), each promoting the message that "you" could now be "one less woman" affected by cervical cancer ("One Less" campaign). The vaccine, tested and approved only for females age 9-26, was …

Taking A Deep Breadth: The Rhetorical Construction Of Solidarity In The American Labor Movement, William O'Shannon Murphy

Electronic Theses and Dissertations

This dissertation explores the rhetorical fragments in three case studies of the American Labor Movement constituting movement members in solidarity. Using Kenneth Burke's discussion of rhetorical substance, this project explores the possibilities for developing deep and broad forms of solidarity within the American Labor Movement. Rhetorical fragments of the Industrial Workers of the World, the United Farm Workers, and contingent faculty unionization efforts are explored.

I argue Burke's ideas of substance and identification provide a powerful lens through which we can examine the solidary practices of social movements. Through the examination of the case studies mentioned, I demonstrate that solidarity …