Instruction With Delight: Rhetorical Dramas and Good Health Messages

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.


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, Pages: .


Barbara Stern, Rutgers University, Newark and New Brunswick


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products

Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More


Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More


Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change

Juliana Schroeder, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.