Every document and picture tells a story: using internal corporate document reviews, semiotics, and content analysis to assess tobacco advertising (original) (raw)
Special Communication
Special communication
Every document and picture tells a story: using internal corporate document reviews, semiotics, and content analysis to assess tobacco advertising
- S J Anderson1,
- T Dewhirst2,
- P M Ling3
- 1Center for Tobacco Control Research and Education, University of California, San Francisco, California, USA
- 2College of Commerce, Department of Management and Marketing, University of Saskatchewan, Saskatoon, Saskatchewan, Canada
- 3Center for Tobacco Control Research and Education, Department of Medicine, Division of General Internal Medicine, University of California, San Francisco, California, USA
- Correspondence to: Pamela M Ling MD, MPH Department of General Internal Medicine, CTCRE, Box 1390, 530 Parnassue Avenue, Suite 366, University of California, San Francisco, CA 94143-1390, USA; pling{at}medicine.ucsf.edu
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.
- B&H, Benson & Hedges
- B&W, Brown Williamson
- ITL, Imperial Tobacco Limited
- LTDL, Legacy Tobacco Documents Library
- PM, Philip Morris
- UCSF, University of California, San Francisco
- corporate documents
- tobacco
- advertising
- research methods
- communication
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