COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
Using Humor in Advertising to Encourage Open Discussion of Birth Control Pills: An Integrated Marketing Communication Plan And Creative Direction
Creator:
Salim, Joaquin A.
Subject:
Thesis (M.F.A.) -- Advertising Design
Subject:
Savannah College of Art and Design -- Department of Advertising Design
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
This thesis uses a survey to collect American opinions about the birth control pill’s acceptance in society. Combined with existing studies, articles, and online sources, it was revealed that young women find this topic difficult to bring up with their parents. This information serves as a jumping off point to explore how humor can be used as a message appeal to approach the difficulty to talk about this subject in an integrated marketing communication program. By creating an over-the-top cast of characters to deliver the message, birth control pill, YAZ, will see higher sales and therefore, American women could be healthier because of it.
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2011-11
Format:
PDF : 34 pages ; WMV : color with black-and-white sequences