Every document and picture tells a story: using internal corporate document reviews, semiotics, and content analysis to assess tobacco advertising - PubMed (original) (raw)

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

S J Anderson et al. Tob Control. 2006 Jun.

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.

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Conflict of interest statement

Competing interest: none declared

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