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Full-Text Articles in Speech and Rhetorical Studies
Beyond Superfund: How Four Communities Market Outdoor Recreation To Overcome Stigma, Kelley Christensen
Beyond Superfund: How Four Communities Market Outdoor Recreation To Overcome Stigma, Kelley Christensen
Graduate Theses & Non-Theses
This paper reports on how four American towns that have active Superfund remediation underway in their communities are attempting to overcome stigma associated with the cleanup in part by promoting outdoor recreation. These towns are located in high-amenity areas and are able to market a bevy of recreational opportunities. This paper analyzes the interviews of eight people (two from each town) and print promotional materials from each community to determine rhetorical marketing techniques employed by each place. Finally, this paper uses quantitative data from a variety of sources to analyze how effective the marketing rhetoric has been in recent years.
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Masters Theses
In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …