Title

A Visual Rhetorical Analysis of Selected Nexium Prescription Drug Advertisements According to the Methodology of Sonja Foss

Date

4-2009

Department

Communication

Degree

Master of Arts (MA)

Chair

Terri Cornwell

Primary Subject Area

Language, Rhetoric and Composition; Mass Communications

Keywords

Nexium, Sonja Foss, Visual Rhetoric

Abstract

Direct‐to‐consumer advertising has gathered much negative attention. It’s purpose is filled with questions of ethics and legitimacy. This analytical study takes a deeper look into the advertisements that promote prescription drugs. The advertisements can be seen at the flip of a magazine, click of a button, or a walk down the road. The methodology for analyzing visual images according to Sonja Foss provided a framework to provide results. This preliminary study found evident problems in the drug advertising industry. Further research was beckoned due to the findings of this exploratory project.