Every document and picture tells a story: using internal corporate document reviews, semiotics, and content analysis to assess tobacco advertising

S J Anderson, T Dewhirst and P M Ling

University of California at San Francisco, Center for Tobacco Control Research and Education from Center for Tobacco Control Research and Education, UC San Francisco

Abstract: In this article we present communication theory as a conceptual framework for conducting documents research on tobacco advertising strategies, and we discuss two methods for analysing advertisements: semiotics and content analysis. We provide concrete examples of how we have used tobacco industry documents archives and tobacco advertisement collections iteratively in our research to yield a synergistic analysis of these two complementary data sources. Tobacco promotion researchers should consider adopting these theoretical and methodological approaches.

Keywords: corporate documents; tobacco; advertising; research methods; communication (search for similar items in EconPapers)
Date: 2006-06-01
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Citations: View citations in EconPapers (4)

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