Yfantidou, I and Skandali, D (2024) Breast cancer screening advertisements: What element is more persuasive? In: 22nd International Conference on Research in Advertising Conference Proceedings . (22nd International Conference on Research in Advertising, ICORIA, 27th Jun - 29th Jun 2024, Thessaloniki, Greece).

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Abstract

This research investigates the elements of breast cancer screening advertisements that resonate with women. The study is based on how women process information based on their level of interest and involvement with the topic which determines if the message is processed centrally or peripherally. Thirteen different breast cancer screening adverts are presented to twenty-two women and semi-structured interviews are conducted to evaluate the level of authoritativeness, credibility, emotional appeal, and persuasiveness. The thematic analysis of the concepts shows that attitude towards breast cancer screening ads is shaped by how well audiences comprehend breast cancer risks and screening benefits. The study also shows that women are encouraged to have check-ups when they see a positive advert that includes reliable data around breast cancer, and when a celebrity who is in alignment with the cause is involved. The findings contribute to the customization of breast cancer communications to increase screening numbers.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Divisions:	Liverpool Business School
Publisher:	European Advertising Academy
Related URLs:	https://www.europeanadvertisingacademy.org/
SWORD Depositor:	A Symplectic
Date Deposited:	19 Aug 2024 14:43
Last Modified:	03 Sep 2024 09:37
URI:	https://researchonline.ljmu.ac.uk/id/eprint/23729

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