Decoding medical advertising

Date of publication: February 27, 1985


This paper describes the use of semiotics as an aid to monitoring competitive activity. We have taken a collection of typical ads appearing in the British Medical Press, and subjected them to a semiological analysis. On this basis we have drawn deductions about companies, their research methods, their views of their consumers, and, as a useful by-product opportunities for competitive development.

Peter Cooper


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Research Papers

Research Papers

Research Papers

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