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- Title
The Doublespeak of Empowerment Tropes: Commercial Discourse in the Rhetoric of Health Insurance.
- Authors
LEE, J. C.
- Abstract
The article discusses the U.S. health care industry's rhetoric regarding health insurance, including its use of the idea of choice and empowerment in health insurance advertisements. An overview of the health insurance company Empire Blue Cross Blue Shield's (BCBS's) rhetoric of choice in their advertisements, including its impact on brand identity, is provided.
- Subjects
UNITED States; HEALTH insurance advertising; HEALTH insurance; RHETORIC &; society; HEALTH care industry; ANTHEM Life &; Disability Insurance Co.; CHOICE (Psychology); SELF-efficacy -- Social aspects; BRAND identification; HEALTH insurance -- Social aspects; ADVERTISING
- Publication
Journal of Popular Culture, 2014, Vol 47, Issue 5, p978
- ISSN
1540-5931
- Publication type
Article
- DOI
10.1111/jpcu.12183