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.
- B&H, Benson & Hedges
- B&W, Brown Williamson
- ITL, Imperial Tobacco Limited
- LTDL, Legacy Tobacco Documents Library
- PM, Philip Morris
- UCSF, University of California, San Francisco
- corporate documents
- research methods
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Competing interest: none declared