Resonating messages: a mixed-methods investigation of breast cancer screening advertisements

Purpose This research investigates the elements of breast cancer screening advertisements that resonate with women. Design/methodology/approach The study employs a hybrid methodology: first, a content analysis technique is used to isolate the key messages that are mostly promoted in breast cancer screening advertisements; then, a repertory grid interview method is employed to understand women’s perceptions about said messages. Thirteen different breast cancer screening adverts are presented to twenty-two women from Greece to evaluate their level of authoritativeness, credibility, emotional appeal and persuasiveness. Findings The thematic analysis reveals that some breast cancer screening promotional messages, including award-winning advertisements, offend women as they fail to connect with the visual design of these ads. The study also indicates that women are more motivated to undergo check-ups when exposed to positive advertisements featuring reliable breast cancer data and endorsements from celebrities who genuinely support the cause. Practical implications The findings contribute to the customization of breast cancer communications to increase screening numbers. Originality/value Although the role of communication in increasing cancer screenings has been investigated, there is no study to employ the repertory grid interviews method to explore the impact of different elements of messages.