Abstract Pharmaceutical direct to consumer (DTC) advertising has become pervasive in the United States, inundating the end consumer with messages meant to increase drug sales. This paper uses Kenneth Burke's theory of Dramatism to explore the rhetorical tropes utilzed to market Viagara and (Be)Yaz as well as the diseases they combat: erectile dysfunction and Premenstrual Dysphoric Disorder. Additional weight is given to analysis of the DSM as a rhetorical document, and the co-opting of clinical...

Introduction [excerpt] An existential shift appears to be occurring, one that moves people away from melancholia in search of "authentic" happiness. Yet, few of us actually achieve genuine happiness and settle for superficiality that we either accept or fallaciously believe is true happiness (Wilson 5). The purpose of this paper is to explore the various rhetorical figures found in adverstisements as the vehicle to piety (the tenor), which, in turn, results in an action/behavior. This is important to...