{"id":{"repo_id":"montana","oai_identifier":"oai:scholarworks.umt.edu:etd-1108"},"canonical_url":"https://search.dev.ndltd.org/etd/montana/oai:scholarworks.umt.edu:etd-1108","repository":{"repo_id":"montana","name":"University of Montana","base_url":"https://scholarworks.umt.edu/do/oai/"},"display":{"title":"Because We Have the Power to Choose: A Critical Analysis of the Rhetorical Strategies Used in Merck's Gardasil Campaign","abstract":"In June of 2006, Merck gained FDA approval for Gardasil, a human papillomavirus vaccine. Shortly before, Merck also launched a large campaign to advertise the vaccine, which has continued through today. Because of the vast number of women the vaccine has the potential to affect, the product has become socially significant. Therefore, this study examines the Gardasil campaign and how it is persuasive. More specifically, this paper studies the rhetorical appeals Merck uses and explores the ethical strengths and limitations of the advertisements. The study explores how the Gardasil campaign blends elements of an informative Campaign with an advertising campaign, and the implications of doing so. Finally, based on Merck’s blended campaign, this study makes suggestions for future blended campaigns.","abstract_html":"In June of 2006, Merck gained FDA approval for Gardasil, a human papillomavirus vaccine. Shortly before, Merck also launched a large campaign to advertise the vaccine, which has continued through today. Because of the vast number of women the vaccine has the potential to affect, the product has become socially significant. Therefore, this study examines the Gardasil campaign and how it is persuasive. More specifically, this paper studies the rhetorical appeals Merck uses and explores the ethical strengths and limitations of the advertisements. The study explores how the Gardasil campaign blends elements of an informative Campaign with an advertising campaign, and the implications of doing so. Finally, based on Merck’s blended campaign, this study makes suggestions for future blended campaigns.","abstract_has_math":false,"creators":["Buttweiler, Brittney Lee"],"institution":"University of Montana","degree_name":"Master of Arts (MA)","degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2009,"date_issued":"2009-01-01T08:00:00Z","date_published":"2009-01-01T08:00:00Z","updated_at":"2026-07-24T03:10:20Z","subjects":["Extended Paralell Process Model","Gardasil","Health Belief Model","Merck","Theory of Reasoned Action"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://scholarworks.umt.edu/etd/89","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Buttweiler, Brittney Lee"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:publisher","label":"Institution","values":["University of Montana"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts (MA)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Extended Paralell Process Model","Gardasil","Health Belief Model","Merck","Theory of Reasoned Action"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://scholarworks.umt.edu/etd/89"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["In June of 2006, Merck gained FDA approval for Gardasil, a human papillomavirus vaccine. Shortly before, Merck also launched a large campaign to advertise the vaccine, which has continued through today. Because of the vast number of women the vaccine has the potential to affect, the product has become socially significant. Therefore, this study examines the Gardasil campaign and how it is persuasive. More specifically, this paper studies the rhetorical appeals Merck uses and explores the ethical strengths and limitations of the advertisements. The study explores how the Gardasil campaign blends elements of an informative Campaign with an advertising campaign, and the implications of doing so. Finally, based on Merck’s blended campaign, this study makes suggestions for future blended campaigns."]},{"key":"dc:title","label":"Title","values":["Because We Have the Power to Choose: A Critical Analysis of the Rhetorical Strategies Used in Merck's Gardasil Campaign"]}]}],"canonical_facts":{"dc:creator":["Buttweiler, Brittney Lee"],"dc:description.abstract":["In June of 2006, Merck gained FDA approval for Gardasil, a human papillomavirus vaccine. Shortly before, Merck also launched a large campaign to advertise the vaccine, which has continued through today. Because of the vast number of women the vaccine has the potential to affect, the product has become socially significant. Therefore, this study examines the Gardasil campaign and how it is persuasive. More specifically, this paper studies the rhetorical appeals Merck uses and explores the ethical strengths and limitations of the advertisements. The study explores how the Gardasil campaign blends elements of an informative Campaign with an advertising campaign, and the implications of doing so. Finally, based on Merck’s blended campaign, this study makes suggestions for future blended campaigns."],"dc:identifier":["https://scholarworks.umt.edu/etd/89"],"dc:publisher":["University of Montana"],"dc:subject":["Extended Paralell Process Model","Gardasil","Health Belief Model","Merck","Theory of Reasoned Action"],"dc:title":["Because We Have the Power to Choose: A Critical Analysis of the Rhetorical Strategies Used in Merck's Gardasil Campaign"],"dc:type":["Thesis"],"thesis:degree_name":["Master of Arts (MA)"]},"updated_at":"2026-07-24T03:10:20Z"}