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A STUDY OF THE DIFFERENCES BETWEEN THE U.S. AND TAIWAN
MARKETS IN IMPLEMENTING XENICAL PUBLIC RELATIONS PRACTICES
by
Tzy Jiun Alice Liu
____________________________________________________________________
A Thesis Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
August 2007
Copyright 2007 Tzy Jiun Alice Liu
Object Description
| Title | The study of the difference between the US and Taiwan markets in implementing Xenical public relations practices |
| Author | Liu, Tzy Jiun Alice |
| Author email | maihaw@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2006-12-01 |
| Date submitted | 2007 |
| Restricted until | Unrestricted |
| Date published | 2007-05-24 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Swerling, Jerry Dutta, Shantanu |
| Abstract | The desire to be beautiful and the tendency to judge others by their appearances are elements of human nature. Maintaining a good figure, whether for personal health reasons or to earn praise from others, is the dream of many individuals. The use of weight-loss drugs has become a popular, cost-effective solution for those who have failed to lose weight through exercise or dieting, fueled by the wealth of information available via rapidly-changing media, such as the Internet. Pharmaceutical public relations practitioners who work on behalf of companies which manufacture weight-loss drugs are being criticized by both the public and the public relations profession itself, for selling sickness to healthy humans, and for helping to create the public perception that taking drugs is the only way to control disease.; This thesis examines the public relations practices implemented for weight-loss drug Xenical in the U.S. and Taiwan markets since its launch in May 1999. It also discusses ethical issues that pharmaceutical public relations practitioners face, and provides suggestions for practitioners in dealing with ethical dilemmas, irrespective of what nation they are practicing in. |
| Keyword | pharmaceutical public relations |
| Geographic subject (country) | USA; Taiwan |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Type | texts |
| Legacy record ID | usctheses-m499 |
| Rights | Liu, Tzy Jiun Alice |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Liu-20070524 |
| Archival file | uscthesesreloadpub_Volume35/etd-Liu-20070524.pdf |
Description
| Title | Page 1 |
| Full text | A STUDY OF THE DIFFERENCES BETWEEN THE U.S. AND TAIWAN MARKETS IN IMPLEMENTING XENICAL PUBLIC RELATIONS PRACTICES by Tzy Jiun Alice Liu ____________________________________________________________________ A Thesis Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) August 2007 Copyright 2007 Tzy Jiun Alice Liu |
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