A Burkean analysis of the early "truth" anti-tobacco campaign (Kenneth Burke, Florida).
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TextDescription: 215 pISBN: 0496068156Subject(s): Language, Rhetoric and Composition | Mass Communications | Business Administration, Marketing | 0681 | 0708 | 0338Dissertation note: Thesis (Ph.D.)--The Pennsylvania State University, 2004. Summary: This rhetorical analysis explores the persuasive strategies of the Florida "truth" anti-tobacco campaign through a Burkean lens. The campaign's rhetorical move from an anti-smoking to an anti-tobacco approach is designed to appeal to young people. By developing a campaign that opposes the tobacco industry, the "truth" campaign shifts the locus of responsibility from the individual smoker (mortification) and places that blame with the tobacco industry (scapegoating). This dissertation argues that the campaign's anti-industry message resonates with youth because it constructs its audience in a manner that coincides with the way they see themselves, as competent young people who can make informed decisions for themselves. The campaign's anti-industry message reconfigures smoking as an act of corporate complicity rather than as an act of rebellion, and it serves as a call to action for young people to join the fight against tobacco. Despite its success, this dissertation cautions against several limitations of an anti-industry approach to reducing youth smoking. These limitations include the oversimplification of a multifaceted problem, and the manner in which the binary logic of the campaign limits meaningful debate over lasting solutions to the problem of youth smoking.
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| 電子資源 | 世新大學圖書館 電子資源 | 電子資源(限館內閱覽) | ER (Browse shelf) | Not for loan | EB000594 |
Source: Dissertation Abstracts International, Volume: 65-09, Section: A, page: 3369.
Adviser: Thomas W. Benson.
Thesis (Ph.D.)--The Pennsylvania State University, 2004.
This rhetorical analysis explores the persuasive strategies of the Florida "truth" anti-tobacco campaign through a Burkean lens. The campaign's rhetorical move from an anti-smoking to an anti-tobacco approach is designed to appeal to young people. By developing a campaign that opposes the tobacco industry, the "truth" campaign shifts the locus of responsibility from the individual smoker (mortification) and places that blame with the tobacco industry (scapegoating). This dissertation argues that the campaign's anti-industry message resonates with youth because it constructs its audience in a manner that coincides with the way they see themselves, as competent young people who can make informed decisions for themselves. The campaign's anti-industry message reconfigures smoking as an act of corporate complicity rather than as an act of rebellion, and it serves as a call to action for young people to join the fight against tobacco. Despite its success, this dissertation cautions against several limitations of an anti-industry approach to reducing youth smoking. These limitations include the oversimplification of a multifaceted problem, and the manner in which the binary logic of the campaign limits meaningful debate over lasting solutions to the problem of youth smoking.
School code: 0176.
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