Communications Question

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Module 4 – Analysis & Application Paper 2: Advertising and Public Health
Assignment Overview:
Module 4 explores a number of important topics. In this paper you will apply analyze an artifact(s) of
your choice by applying the material from module 4. You will choose from one of the following options:
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Artifact 1: Direct-to-Consumer Advertisement (DTCA)1 – Select one or more advertisements for a
prescription-only (Rx-only) drug or treatment and analyze it using course concepts and theories
from the chapters. Your paper will likely analyze the advertisement’s/advertisements’ messages,
images, adherence to DTCA regulations, intended audience, etc. Your paper should also critique
the ad(s) and consider how it(they) may positively or negatively influence people’s perceptions of
health.
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Artifact 2: Health Promotion Campaign2 – Select an existing health campaign and analyze using
course concepts and theories. Your paper should analyze themes, appeals, messages, images, etc.
It should also critique the campaign and consider how it may positively or negatively influence
people’s perceptions of health.
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Artifact 3: Other – If you have an idea of another artifact to analyze for this assignment (e.g., an
analysis of two-three episodes of a medical drama, like Grey’s Anatomy, or movie, like
Contagion or Outbreak), schedule a meeting with me to discuss that. In order to analyze an
alternative artifact, it must be approved by me before you can submit the A&A Paper
Proposal form and completed paper (which means you need to meet with me to get your idea
approved).
Select one of the options above and complete the A&A Paper Proposal form.
Paper Requirements:
Your task for this paper will be to analyze the artifact(s) you chose by applying relevant theories and
concepts from Module 4 textbook chapters. You may use additional sources, if you wish (e.g., articles
from the Module 4 “Additional Information and Resources” page, credible websites, etc.); however, your
textbook should be your primary resource (which means you should be citing the textbook in your paper).
In your analysis, be sure that you also clearly discuss the concepts/theories from the textbook and explain
how they relate to your artifact (that DTCA(s), campaign(s), or another approved artifact). As with your
past papers, go beyond simple explanation (“this ad showed fair balance”) and really show how the
concepts relate to your artifact by drawing explicit and detailed connections. It should be clear from
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Direct-to-consumer advertisements (DTCA) are for prescription-only (Rx-only) drugs. Thus, these prescriptions
can only be purchased with a doctor’s prescription. Over-the-counter (OTC) drugs like Advil or Zyrtec or nonprescription, mail-order treatments like Neugenix or Hudroxycut are not Rx-only, so they would not be appropriate
for this assignment. One place to find TV advertisements is here: https://www.ispot.tv/browse/7k/pharmaceuticaland-medical.
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There are several health promotion campaigns in the USA. The text offers some examples; however, you can find
other examples on websites like the NIH (https://prevention.nih.gov/research-priorities/disseminationimplementation/nih-public-health-campaigns), the CDC
(https://www.cdc.gov/healthcommunication/campaigns/index.html (Links to an external site.), the AdCouncil
(https://www.adcouncil.org/all-campaigns) , to name only a few.
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reading your paper that you have completed all of the module 4 readings, you understood the content, and
you can apply the readings by making connections to your artifact in a thoughtful analysis.
The paper you submit will be at least 1200 words in length. This does not include a reference list/works
cited page. Your paper must contain the following:
a. An introduction (1 paragraph) – your very first paragraph should capture the reader’s attention
and provides some indication of what your paper will discuss.
b. A brief 1-paragraph summary or description of the artifact(s) you analyzed. This should be
about 1 paragraph. For a TV episode or film, provide a 1 paragraph plot summary. For a
DTCA(s) or health campaign, provide 1 paragraph that describes the ad(s) or campaign. (You can
share additional details of the artifact in your analysis.)
c. An analysis of the artifact that draws from the module’s chapters (11-14), with all paraphrases and
quotes properly cited (in APA or MLA format). This will be the bulk/majority of your paper.
Be selective when choosing concepts and theories you discuss in your analysis and explain the
thoroughly. Also use examples to support your discussion. (If you use additional resources in
your analysis, you must also cite these correctly.)
d. A critique of your artifact that considers how it may positively or negatively influence people’s
perceptions of health. For example, if analyzing a DTCA(s), how might the ad shape people’s
perceptions of the disease the drug treats and/or of health and illness in general? If analyzing a
health promotion campaign, is it an effective health campaign? Why or why not? How might this
campaign shape people’s perceptions of health?
e. A concluding paragraph that summarizes the paper’s content and the conclusions of your
analysis.
f. A reference page (you will be citing the textbook, at the very least, so be sure you include a
reference page). You should also provide access to the artifacts you analyzed (see below).
Grading:
This paper is worth 15% of your grade. Again, this paper will be no fewer than 1200 words. I will be
looking for (and your score will be based on) the following:
1. Conciseness and completeness of the summary. The summary/description of the artifact should
clear, concise, but no more than 1 paragraph. (10% of overall grade)
2. Thoughtfulness of the analysis. Your analysis should be thoughtful/insightful, providing
examples from your artifact and making connections between these and the module 4 textbook
chapters. You should also sufficiently explain concepts, theories, models, etc. so that someone
without a health or health communication background could understand them. (This will require
you to think carefully about the concepts you incorporate in your analysis and your explanation or
discussion of them.) (55% of overall grade)
3. Thoughtfulness of the critique. The paper should offer a thoughtful critique of the artifact you
analyzed. Your critique should also draw some conclusions that speak to the artifact’s/artifacts’
influence on people perceptions of health, illness, etc. (see (d) above). (15% of overall grade)
4. General writing skills. Paper should reflect college-level writing, and any information taken from
sources (i.e., the textbook and any additional source(s) you use) must be cited correctly. Failure to
cite information correctly (i.e., plagiarized information) will result in either a significant point
deduction or no credit (a 0/zero for this assignment. Your paper must also follow the format
described in syllabus (see Submitting & Formatting Paper Assignments on page 6) and include an
introduction and conclusion. (20% of overall grade)
5. Submitted the material you analyzed. Your artifact(s) should be listed in your reference list. If
you do not know how to cite the material you analyzed, the Purdue OWL may be useful. I can
also help you. If you fail to include your artifact(s) in your reference list, I will deduct points.