Individual Presentation or Panel Title
The Use of the Male Persona in Breast Cancer Strategies
Abstract
Breast cancer awareness is the most successful cause related marketing strategy in modern culture. Many campaigns such as Save the Tatas and (Re)Think Breast Cancer, have taken on a male persona in their campaigns to better reach younger, female audiences. I plan on using analysis of the Save the Tatas campaign, as well as research on the development and use of the male persona in breast cancer awareness marketing to highlight these strategies. The analysis of the rhetorical strategies used by the Save the Tatas and other breast cancer campaigns will assist in exploring the persuasive methods they use to gain global recognition in just a few years. An initial review of the male persona and flirtatious language suggests that Save the Tatas and other campaigns are aiming to relieve the stress of the subject of breast cancer and enable survivors to feel empowered and sexy when they are most vulnerable. Overall this research will reveal deeper meanings in sayings such as “I Heart Boobies and “Save the Tatas” and how it changed breast cancer into something sexy.
Location
Goodwin Private Dining Room
Start Date
21-4-2012 3:30 PM
End Date
21-4-2012 4:20 PM
The Use of the Male Persona in Breast Cancer Strategies
Goodwin Private Dining Room
Breast cancer awareness is the most successful cause related marketing strategy in modern culture. Many campaigns such as Save the Tatas and (Re)Think Breast Cancer, have taken on a male persona in their campaigns to better reach younger, female audiences. I plan on using analysis of the Save the Tatas campaign, as well as research on the development and use of the male persona in breast cancer awareness marketing to highlight these strategies. The analysis of the rhetorical strategies used by the Save the Tatas and other breast cancer campaigns will assist in exploring the persuasive methods they use to gain global recognition in just a few years. An initial review of the male persona and flirtatious language suggests that Save the Tatas and other campaigns are aiming to relieve the stress of the subject of breast cancer and enable survivors to feel empowered and sexy when they are most vulnerable. Overall this research will reveal deeper meanings in sayings such as “I Heart Boobies and “Save the Tatas” and how it changed breast cancer into something sexy.