The Use of Advertising Appeals and Women Delineation in Breast Cancer Related Web Advertisements: A Semiotic Analysis of Western and Eastern Advertising

Moneeba Iftikhar, Tahir Mahmood and Afya Asad
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Moneeba Iftikhar: Lecturer, Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.
Tahir Mahmood: Assistant Professor, Department of Communication Studies, Bahauddin Zakariya University, Multan, Punjab, Pakistan.
Afya Asad: MS Scholar, Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.

Global Regional Review, 2019, vol. 4, issue 1, 480-497

Abstract: This study explores the use of various advertisements and representation of women role in web-based Breast Cancer related advertisements that appeared online, were observed on Google images for three months on weekly basis. Systematic sampling technique was used to gather the sample for the analysis. Signs and symbols are involved in creating the meanings and advertising creates to use of these signs to convey the desired intended messages. This study used semiotics as a method for analyzing various appeals and depiction of females in these breast cancer related web advertisements (BCAds). This research serves as a reagent by building a knowledge base and raising awareness regarding breast cancer related advertisements to develop a persuasive message in order to influence the female in detection of cancer. This study will be significant for policy makers and health communicators in developing effective public services messages to understand the power of signs and symbols.

Keywords: Web Based Advertisements; Breast Cancer; Advertising Appeals; Semiotic Analysis (search for similar items in EconPapers)
Date: 2019
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