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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 23 know what I mean? Like, most people don't understand that you're supposed to get your Gardasil shot before you have sex so you don't get [HPV]. Perhaps shedding light on misguided corporate priorities, the overall consensus from each focus group indicated a perceived disappointment in the amount of relevant information conveyed. “It’s like driving someone to a cliff and just leaving them there, ya know?” “It’s good to spread awareness, but at least give [viewers] ways to prevent it on their own.” Offering insight to viewer complaints, Maddock and Fulton (1996) explain, “survival is ‘unnoticed’ in the unconscious mind unless it is threatened by some external force” (p. 35). Operating on consumers’ “survival motive,” each phase included in the roll-out campaign focused on the threat of the virus, rather than the virus itself- casting an indispensable value on the protective vaccination. States one participant, “The first two [messages] didn’t instill fear in me that much, but once the Gardasil commercial came out, that’s when I was like, oh this really is a big deal.” Another added “they don’t give you any other preventatives and I think they did that on purpose…so [the viewer] would want to get the vaccination. The commercials instill fear into [audiences] and that’s the only way [viewers] know of to prevent [HPV].” Disturbingly, even after viewing all three phases in the health campaign, many participants were still unable to identify the main cause of HPV transmission. Discussants did indicate, however, that the three-dose vaccination series, ranging anywhere between $420-$825, was critically important for maintaining long-term health (National Vaccine Information Center, 2010). Discussion Appealing to “the strongest of all the motives,” the HPV/GARDAIL campaign extended public exposure to a jeopardizing health threat (Maddock & Fulton, 1996, p. 35). Merck

Authors: Crosswell, Laura.
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COMMERCIALIZATION OF SOCIAL RESPONSIBILITY  
23 
know what I mean? Like, most people don't understand that you're supposed to get your 
Gardasil shot before you have sex so you don't get [HPV]. 
Perhaps shedding light on misguided corporate priorities, the overall consensus from each focus 
group indicated a perceived disappointment in the amount of relevant information conveyed. 
“It’s like driving someone to a cliff and just leaving them there, ya know?” “It’s good to spread 
awareness, but at least give [viewers] ways to prevent it on their own.” 
Offering insight to viewer complaints, Maddock and Fulton (1996) explain, “survival is 
‘unnoticed’ in the unconscious mind unless it is threatened by some external force” (p. 35). 
Operating on consumers’ “survival motive,” each phase included in the roll-out campaign 
focused on the threat of the virus, rather than the virus itself- casting an indispensable value on 
the protective vaccination. States one participant, “The first two [messages] didn’t instill fear in 
me that much, but once the Gardasil commercial came out, that’s when I was like, oh this really 
is a big deal.” Another added “they don’t give you any other preventatives and I think they did 
that on purpose…so [the viewer] would want to get the vaccination. The commercials instill fear 
into [audiences] and that’s the only way [viewers] know of to prevent [HPV].” 
Disturbingly, even after viewing all three phases in the health campaign, many 
participants were still unable to identify the main cause of HPV transmission. Discussants did 
indicate, however, that the three-dose vaccination series, ranging anywhere between $420-$825, 
was critically important for maintaining long-term health (National Vaccine Information Center, 
2010).  
Discussion 
 
 Appealing to “the strongest of all the motives,” the HPV/GARDAIL campaign extended 
public exposure to a jeopardizing health threat (Maddock & Fulton, 1996, p. 35). Merck 


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