2 research outputs found

    An analysis of situated meaning in Direct-To-Consumer pharmaceutical advertising

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    This thesis uses interpretive discourse analysis to critically examine the situated meaning of prescription drug Direct-To-Consumer Advertising (DTCA) as compared to the situated meaning of historical patent DTCA. Specifically, I apply James Paul Gee\u27s theory of analysis to show how the DTCA, past and present, builds identity, connections, and sign systems and knowledge. My analysis demonstrates that the coverage and convergence of these building tasks in both prescription and patent DTCA indicate that today\u27s pharmaceutical companies\u27 situated meaning is not significantly different from the patent medicine advertising of the past. Despite pharmaceutical companies\u27 claims that the prescription DTCA educates consumers, the discourse does not substantiate a situated meaning beyond that of a manufacturer selling a product. Understanding the motivation and language of pharmaceutical advertising will enable us, as consumers and patients, to make sound decisions about the medications we endorse

    The male homoerotics of Shakespearean drama: A study of The Merchant of Venice, Twelfth Night, and Othello

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    This study seeks to both challenge and complicate the assumed heteronormativity of Shakespeare\u27s The Merchant of Venice, Twelfth Night, and Othello. Reading and analyzing these texts in such a manner provides the only means to access and interpret the homoerotics embedded deeply within them in a meaningful way that, in turn, enhances traditional understanding of Renaissance England
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