Unraveling the Threads of Online Therapy: A Textual Analysis of BetterHelp Advertisements
| dc.contributor.advisor | Dr. Alisha L. Menzies | |
| dc.contributor.author | Cappuccino, Jinah | |
| dc.date.accessioned | 2023-08-11T13:46:29Z | |
| dc.date.available | 2023-08-11T13:46:29Z | |
| dc.date.issued | 2023-08-10 | |
| dc.description | Capstone project for completion of the Masters of Arts in Professional Communication (MAPC) | en_US |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/20.500.11868/3960 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | MAPC, The University of Tampa | en_US |
| dc.subject | BetterHelp | en_US |
| dc.subject | Therapy | en_US |
| dc.subject | Advertisements | en_US |
| dc.title | Unraveling the Threads of Online Therapy: A Textual Analysis of BetterHelp Advertisements | en_US |
| dc.type | Other | en_US |
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