Graduation Year

2024

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Janelle Applequist, Ph.D.

Committee Member

Kelli Burns, Ph.D.

Committee Member

Travis Bell, Ph.D.

Keywords

HPV, DTCA, Advertising, Vaccine

Abstract

Merck’s Gardasil advertisements for human papillomavirus (HPV) traditionally targeted women, thus feminizing the vaccine (Daley et al., 2017). With the release of newer gender-neutral Gardasil vaccine advertisements, this study seeks to understand the influence this campaign has on college-aged males’ intent to vaccinate. This study, grounded in the health belief model, analyzes the “Numbers Move You” advertisement through in-depth interviews. Then, for increased validity, a textual analysis of Merck Gardasil broadcast advertisements was conducted with the health belief model as a framework. The health belief model seeks to understand the reasoning behind health behavior change. The health belief model includes six constructs: perceived susceptibility, perceived severity, perceived barriers, perceived benefits, cues to action, and self-efficacy, which all seek to understand the influences behind health-related behavior (Champion & Skinner, 2008). The findings indicate there is no potential for behavior change with low levels of perceived susceptibility, perceived severity, perceived benefits, knowledge, and high levels of perceived barriers. Data uncovered from this study suggests that perceived knowledge contributes to the intent to vaccinate. The discussion of these themes aims to provide practical recommendations for future HPV advertisements and research regarding the health belief model.

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