Unraveling the Threads of Online Therapy: A Textual Analysis of BetterHelp Advertisements
Date
2023-08-10
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MAPC, The University of Tampa
Abstract
This research project conducts a comprehensive textual analysis of two advertisements from BetterHelp online therapy
services to examine the effectiveness of their advertising strategies and their contribution to mental health promotion.
The study goes into the language, imagery, messaging, and framing used in the advertisements to understand the
persuasive techniques employed to appeal to the target audience and communicate the benefits of BetterHelp's
services. Additionally, the analysis reveals how mental health and therapy are portrayed in the advertisements to
address the broader context of mental health promotion and stigma reduction. By uncovering potential biases and
problematic portrayals, the research contributes to fostering a more accurate and responsible representation of mental
health, promoting a supportive environment for individuals seeking therapy. Moreover, the research evaluates how the
advertisements communicate the accessibility of BetterHelp's online therapy services, focusing on aspects such as
availability, flexibility, ease of use, and affordability. This assessment aims to identify whether the advertisements
effectively address potential barriers to access and emphasize inclusivity, contributing to improved reach and
availability of mental health services for diverse audiences. The practical implications of the research are significant for
BetterHelp and other service providers, offering valuable insights to optimize future advertising campaigns and better
resonate with the target audience. By addressing biases and enhancing inclusivity, this research seeks to create a
more informed and compassionate society regarding mental health challenges, ultimately contributing to the promotion
of mental health awareness and support.
Description
Capstone project for completion of the Masters of Arts in Professional Communication (MAPC)
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Other
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Keywords
BetterHelp, Therapy, Advertisements