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dc.contributor.authorWeiss, Angeline Lucinda
dc.date.accessioned2014-03-04T19:00:33Z
dc.date.available2014-03-04T19:00:33Z
dc.date.issued2010-12
dc.identifier.otherweiss_angeline_l_201012_ma
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/weiss_angeline_l_201012_ma
dc.identifier.urihttp://hdl.handle.net/10724/27029
dc.description.abstractThis study examines the multi-stage advertising campaign produced by MAC Cosmetics for Viva Glam, a line of products whose entire selling price is donated to the MAC AIDS Fund. The advertisements appeared between 1994 and 2010, and featured celebrity endorsers RuPaul, k.d. lang, Li’l Kim, Mary J. Blige, Elton John, Shirley Manson, Pamela Anderson, Cyndi Lauper and Lady Gaga. Using textual analysis, the advertisements were analyzed for how desire is generated by the codes they employ. Results of this reading indicate that while the advertisements may appear subversive, they are still contained within the dominant.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectHIV/AIDS
dc.subjectCause-Related Marketing
dc.subjectAdvertising, MAC Cosmetics
dc.titleDesire for good
dc.title.alternativethe Mac Viva Glam advertising campaign
dc.typeThesis
dc.description.degreeMA
dc.description.departmentGrady College of Journalism and Mass Communication
dc.description.majorJournalism and Mass Communication
dc.description.advisorJames F. Hamilton
dc.description.committeeJames F. Hamilton
dc.description.committeeelli lester roushanzamir
dc.description.committeePeggy Kreshel


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