ETHOS AND INDUSTRY: A CRITICAL STUDY OF OIL INDUSTRY ADVERTISING FROM 1974-1984
Abstract
This study examines the advocacy advertising of the oil industry in general, and Mobil and Exxon Corporations in particular, during the years 1974-1984. The prospects of divestiture and nationalization of the industry, as a result of both gasoline shortages and exponential increases in profits which begin in the early seventies', created a profound concern by the "majors" that increasing public disaffection might result in legislation inimical to the industry. Mobil and Exxon's advertising attempted to provide a justification not only for their own operations, but for the entire American socio-economic system. The industry's value system was clearly reflected in its efforts to convince the public that its motives grew from an abiding commitment to the nation's well being. The ideational underpinnings of oil industry discourse are traced through a rhetorical exploration of specific advertising campaigns. The study maintains that the weltanschauung of "Big Oil" is both directly and indirectly manifest in its advertising. An overall assessment of oil industry advertising is provided within a Burkean framework to treat of the textural elements of its discourse.
Degree
Ph.D.
Subject Area
Communication
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