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Many hospices advertise their services, yet the audience may frown upon the commercialization of death. Because research has ignored the content of hospice advertising, I analyzed quantitatively and qualitatively the content of 105 American television commercials. The hospices used four major solutions to invite positive readings. They narrated hospices as salvation, provided empowerment, represented hospices as quality service, and appealed to positive values, including comfort and support. Consequently, the commercials used affective advertising to create an emotional appeal where hospices appeared as solutions to difficult life situations. Consequently, the commercials represented both dying and hospices as potentially positive, and marketable experiences.
This article was published in the following journal.
Name: Death studies
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A nursing specialty concerned with care of patients facing serious or life-threatening illnesses. The goal of palliative nursing is to prevent and relieve suffering, and to support the best possible quality of life for patients and their families. Hospice nursing is palliative care for people in their final stages of life.
Medical care provided after the regular practice schedule of the physicians. Usually it is designed to deliver 24-hour-a-day and 365-day-a-year patient care coverage for emergencies, triage, pediatric care, or hospice care.
Specialized health care, supportive in nature, provided to a dying person. A holistic approach is often taken, providing patients and their families with legal, financial, emotional, or spiritual counseling in addition to meeting patients' immediate physical needs. Care may be provided in the home, in the hospital, in specialized facilities (HOSPICES), or in specially designated areas of long-term care facilities. The concept also includes bereavement care for the family. (From Dictionary of Health Services Management, 2d ed)
Advertising that directly targets consumers of certain products such as pharmaceuticals.
Community health and NURSING SERVICES providing coordinated multiple services to the patient at the patient's homes. These home-care services are provided by a visiting nurse, home health agencies, HOSPITALS, or organized community groups using professional staff for care delivery. It differs from HOME NURSING which is provided by non-professionals.