Instruction With Delight: Rhetorical Dramas and Good Health Messages

Barbara Stern, Rutgers University, Newark and New Brunswick
The presentation proposes rhetorical theory as the basis of education-entertainment (EE) dramas in which positive persuasive messages aimed at teaching good health practices are embedded. Aristotle’s tripartite system is adapted by conceptualizing ethos as character-centered strategy based on his/her reliability and credibility; logos as message-centered strategy in which characters convey information to other characters; and pathos or viewer-centered strategy in which audiences respond to emotional persuasion. Rhetorical theory (Stern 2007) is applied to the analysis of “Lucinda’s Breast Cancer,” a 2005 episode in the soap opera As the World Turns.
[ to cite ]:
Barbara Stern (2008) ,"Instruction With Delight: Rhetorical Dramas and Good Health Messages", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research.