Content Analysis Of Chinese And Foreign Breast Cancer Print Advertising Based On The Extended Parallel Process Model

According to the World Health Organization(WHO)International Agency for Research on Cancer(IARC)published in 2012,the global cancer registration data show that breast cancer in 2012 has become the world's highest incidence of women,the most common malignant tumor.As far as the world is concerned,the incidence of breast cancer is on the rise.Breast cancer is one of the common malignant tumors that threaten women's physical and mental health.At present,there are few treatments,means and drugs that can completely solve malignant tumors.The treatment of malignant tumors is still a difficult task for human beings.Up to now,the prevention and treatment of breast cancer is still based on early detection and early treatment,surgical treatment,adjuvant treatment,monitoring of disease changes.Breast cancer as a disease in the medical field,and its related research is mostly concentrated in the medical field.At present,there is little research and discussion on breast cancer print advertising from the perspective of health communication.Based on Witte's Extended Parallel Process Model(EPPM)and Chinese and foreign breast cancer print advertisements,225 samples of breast cancer print advertisements were selected by quantitative research method of content analysis.The use of four elements of fear appeal,namely,seriousness,susceptibility,response efficiency and self-efficacy were used to analyze the application of fear appeal in breast cancer print advertising.Through statistical analysis,we found that breast cancer print advertising refers to a higher proportion of the elements of fear appeal information,but in the process of using fear appeal in breast cancer print advertising,there is a problem of unbalanced “threat” information and “effectiveness” information in fear appeal information.In the process of using fear appeal,breast cancer print advertisement mostly emphasizes and disseminates the information of threat severity and response efficiency,and the information of threat susceptibility and self-efficacy is relatively insufficient.In the process of using fear appeal,breast cancer print advertisement mentions the total elements of fear appeal very low,that is,four elements of fear appeal(threat severity and threat susceptibility).The number of advertising samples of perceptual response effectiveness and self-efficacy is very small.In addition,the characteristics of breast cancer print advertisements are mainly as follows: the number of breast cancer print advertisements originating from countries or regions with individualistic cultural values tending to be more than that of collectivist cultural values tending to be more than that of other countries or regions;more breast cancer print advertisements are manifested in materialized images;more second personal pronouns appear in advertising language;and more public welfare and non-profit organizations are the main operators of breast cancer print advertisements.There are more enterprises and advertisements focusing on appealing for breast examination.Through data analysis,we found that the cultural value orientation,visual center characteristics,advertising appeal points and the application of fear appeal in breast cancer print advertisement belong to countries or regions.Finally,this study further proposes inspiration and Reflection on the creation and dissemination of health public service advertisements in China.