Welcome to the InfoSci Platform
Reference Hub1
Better Safe Than Sorry: Analysis of International Media Campaigns on Cancer Prevention

Better Safe Than Sorry: Analysis of International Media Campaigns on Cancer Prevention

Célia Belim
Copyright: © 2022 |Pages: 26
ISBN13: 9781799843962|ISBN10: 1799843963|ISBN13 Softcover: 9781799889328|EISBN13: 9781799843979
DOI: 10.4018/978-1-7998-4396-2.ch006
Cite Chapter Cite Chapter

MLA

Célia Belim and Cristina Vaz de Almeida. "Better Safe Than Sorry: Analysis of International Media Campaigns on Cancer Prevention." Health Communication Models and Practices in Interpersonal and Media Contexts: Emerging Research and Opportunities, IGI Global, 2022, pp.163-188. https://doi.org/10.4018/978-1-7998-4396-2.ch006

APA

C. Belim & C. Vaz de Almeida (2022). Better Safe Than Sorry: Analysis of International Media Campaigns on Cancer Prevention. IGI Global. https://doi.org/10.4018/978-1-7998-4396-2.ch006

Chicago

Célia Belim and Cristina Vaz de Almeida. "Better Safe Than Sorry: Analysis of International Media Campaigns on Cancer Prevention." In Health Communication Models and Practices in Interpersonal and Media Contexts: Emerging Research and Opportunities. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-4396-2.ch006

Export Reference

Mendeley
Favorite

Abstract

This chapter focuses on cancer prevention media campaigns, concretely on the construction of the persuasive message. Methodologically, semiotic analysis is used, exploring the verbal and visual dimension of 19 international ads linked to the five most deadly cancers, in order to understand and deconstruct the message and the communication tactics used. The results reveal the diversity of resources and tactics. In the verbal dimension, it presents the use of rhetorical tactics (e.g., statistical and factual evidence and stimulation of emotions), the popular vocabulary, cues to action/motivational content, the phatic, poetic, and appealing functions, stylistic resources, credibility of the source, evocation of good causes, originality and distinction, anecdotal approach. In the visual dimension, it observes the use of three languages' functions, isotopy, stylistic resources, personalization, symbolical approach, polychrome, diversity of phenotypes, the credibility of the source, a pedagogical component.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.