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Tob Control. 2006 Jun;15(3):254-61.

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

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  • 1Center for Tobacco Control Research and Education, University of California, San Francisco, California 94143-1390, USA.

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.

PMID:
16728758
[PubMed - indexed for MEDLINE]
PMCID:
PMC2564670
Free PMC Article

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