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Educational Crusade or Product Masquerade? Exploring the Commercialization of Social Responsibility in America's Healthcare Industry
Unformatted Document Text:  COMMERCIALIZATION OF SOCIAL RESPONSIBILITY 18 The selected “Tell Someone” commercial models a montage of female interviewees’ shocked reaction upon learning the connection between HPV and cervical cancer. One woman explains that she “[doesn’t] know why people don’t know about this. I don’t know why I didn’t know.” Other women contribute similar responses, while encouraging the audience to “tell someone” about what they have learned. Students seemed to appreciate the variety of character modeling included in the campaign’s message. What I did like was that it was kind of multicultural, and included different aspects...[the message] wasn’t just focusing on like [one group]. I know in the [“Make the Connection” campaign] they said [HPV] affects African Americans more, but I think the pictures kind of create a broader base. [The ads] need to have representatives from different cultures so that way everyone else isn't tuning it out, you know what I mean? Many participants voiced a similar opinion, expressing that the “Tell Someone” message, “gives everybody somebody [they] can relate to.” One female further explained, I think the [“Make the Connection” message] just show[ed] [Elise] so much as [if] saying that only African Americans are affected. You know, people would be like, ‘well I'm not African American so it doesn't affect me’...where as this one kind of shows everyone, so it's a broader issue, not just like a particular race. Echoing these thoughts, information processing demonstrates successful modeling not only cultivates competencies, but also enhances the sense of personal efficacy needed to transform knowledge and skills into successful courses of action (Bandura, 2001). Vicarious cultivation of social conception, however, only occurs when observers perceive the models to be trusted predictors of beneficial results (Bandura, 1965). To a certain extent, the class of models dominating a social system establishes the type of human qualities that are observed and

Authors: Crosswell, Laura.
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COMMERCIALIZATION OF SOCIAL RESPONSIBILITY  
18 
The selected “Tell Someone” commercial models a montage of female interviewees’ 
shocked reaction upon learning the connection between HPV and cervical cancer. One woman 
explains that she “[doesn’t] know why people don’t know about this. I don’t know why I didn’t 
know.”  Other women contribute similar responses, while encouraging the audience to “tell 
someone” about what they have learned. Students seemed to appreciate the variety of character 
modeling included in the campaign’s message. 
What I did like was that it was kind of multicultural, and included different aspects...[the 
message] wasn’t just focusing on like [one group]. I know in the [“Make the Connection” 
campaign] they said [HPV] affects African Americans more, but I think the pictures kind 
of create a broader base. [The ads] need to have representatives from different cultures so 
that way everyone else isn't tuning it out, you know what I mean? 
Many participants voiced a similar opinion, expressing that the “Tell Someone” message, “gives 
everybody somebody [they] can relate to.” One female further explained,  
I think the [“Make the Connection” message] just show[ed] [Elise] so much as [if] saying 
that only African Americans are affected.  You know, people would be like, ‘well I'm not 
African American so it doesn't affect me’...where as this one kind of shows everyone, so 
it's a broader issue, not just like a particular race. 
Echoing these thoughts, information processing demonstrates successful modeling not only 
cultivates competencies, but also enhances the sense of personal efficacy needed to transform 
knowledge and skills into successful courses of action (Bandura, 2001). Vicarious cultivation of 
social conception, however, only occurs when observers perceive the models to be trusted 
predictors of beneficial results (Bandura, 1965). To a certain extent, the class of models 
dominating a social system establishes the type of human qualities that are observed and 


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