Proceedings of the Fifth Annual
نویسندگان
چکیده
provided with poster presentation. Behavioral and Social Sciences Communication and Journalism Jason Voiovich (28) Faculty Adviser/Collaborator: Joseph Giordano Public Relations Implications of the Olean Campaign: An Ideographic Analysis of Proctor and Gamble's Olean Advertisements How do you convince the American public to eat something proven to cause unpleasant and potentially dangerous side effects? That was exactly the rhetorical problem that Proctor and Gamble faced with its fat substitute Olean. This research examines print newspaper advertisements for Olean using McGee's Ideographic Analysis. The sample comes from major newspapers in the four U.S. test market cities dating from September 20, 1996, to March 1, 1997. Written copy from the sample is analyzed for the use of ideographs, highlevel abstractions which tie into a culture's historical as well as contemporary realities. Proctor and Gamble used several of these ideographs to help convince consumers the product was not only safe, but conveyed specific health benefits. The successful campaign, conducted against a backdrop of months of negative publicity, is one testament to the persuasive power of ideographs.
منابع مشابه
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