ABSTRACT
We explored the use of different advertising appeals in breast cancer detection messages. We analyzed the extent to which emotional appeals were applied in advertisements that promoted two forms of breast cancer detection behaviors: breast self-examination (BSE) and mammographic screening. Findings of a content analysis of 456 breast cancer-related advertisements gathered in February 2016 indicated that textual fear appeals, humor appeals and erotic appeals were more likely to be featured in BSE-promoting advertisements than in breast cancer-related advertisements with other message purposes. While shame-guilt appeals were more likely to be used in mammography-promoting messages, humor and erotic appeals were less likely to be applied. Regarding hybrid message appeals, combinations of humor appeals with erotic, fear and shame-guilt appeals, as well as combined erotic-fear appeals were found more in BSE-promotion messages. Mammography-promoting messages made less use of hybrid messages with a humorous touch as compared to breast cancer advertisements with other message purposes. The results are in contrast to research findings on the effectiveness of message appeals and thus allow to some extent the evaluation of whether scientific findings on the effectiveness of message appeals are reflected in the current advertising practice.
