Cover Image

Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters

The study examines the persuasion elements of the textual and visual contents of lung cancer and colorectal cancer posters. Aristotle’s (1954) rhetorical appeals and Kress and van Leeuwen’s (2021) social semiotic visual analysis were employed for analysingposters produced by the National...

Full description

Saved in:
Bibliographic Details
Main Authors: Petronella Langita, Felix, Ting, Su Hie
Format: Article
Language:English
Published: Asian Scholars Network (ASNet) 2023
Subjects:
P Philology. Linguistics
Online Access:http://ir.unimas.my/id/eprint/43974/3/Semiotic.pdf
http://ir.unimas.my/id/eprint/43974/
https://myjms.mohe.gov.my/index.php/ajress/article/view/25302
https://doi.org/10.55057/ajress.2023.5.4.39
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.unimas.ir.43974
record_format eprints
spelling my.unimas.ir.439742024-01-02T04:13:15Z http://ir.unimas.my/id/eprint/43974/ Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters Petronella Langita, Felix Ting, Su Hie P Philology. Linguistics The study examines the persuasion elements of the textual and visual contents of lung cancer and colorectal cancer posters. Aristotle’s (1954) rhetorical appeals and Kress and van Leeuwen’s (2021) social semiotic visual analysis were employed for analysingposters produced by the National Cancer Institute, Malaysia Ministry of Health, and NGOs. Results show that a focus on the location of cancer, symptoms, risk factors, and screening methods. Textual content analysis identified 143 rhetorical appeals with a predominant focus on logos (79.7%), emphasising factual information about cancer risks, signs, and treatment. Ethos elements (14.7%) are present in seven posters, primarily in the form of the official logo of the organisation and source credits to enhance the credibility of the poster. The study revealed the sparing use of pathos (5.6%), which was found in only two posters, in the form of questions to get the audience to think about their own risk. The social semiotic visual analysis highlighted the similarity of the posters in representing the cancer site, risk factors and signs using visuals and text. The lung cancer and colorectal cancer posters are also similar in the compositional dimension in terms of the use of clipart and diagrams. As for the interactive dimension, the posters engage the audience through close-up views of the cancer site and long and medium shot of human figures. The paper concludes with principles for the message design of the health posters based on rhetorical appeal and social semiotic visual frameworks. Asian Scholars Network (ASNet) 2023 Article PeerReviewed text en http://ir.unimas.my/id/eprint/43974/3/Semiotic.pdf Petronella Langita, Felix and Ting, Su Hie (2023) Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters. Asian Journal of Research in Education and Social Science, 5 (4). pp. 384-398. ISSN 2682-8502 https://myjms.mohe.gov.my/index.php/ajress/article/view/25302 https://doi.org/10.55057/ajress.2023.5.4.39
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic P Philology. Linguistics
spellingShingle P Philology. Linguistics
Petronella Langita, Felix
Ting, Su Hie
Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters
description The study examines the persuasion elements of the textual and visual contents of lung cancer and colorectal cancer posters. Aristotle’s (1954) rhetorical appeals and Kress and van Leeuwen’s (2021) social semiotic visual analysis were employed for analysingposters produced by the National Cancer Institute, Malaysia Ministry of Health, and NGOs. Results show that a focus on the location of cancer, symptoms, risk factors, and screening methods. Textual content analysis identified 143 rhetorical appeals with a predominant focus on logos (79.7%), emphasising factual information about cancer risks, signs, and treatment. Ethos elements (14.7%) are present in seven posters, primarily in the form of the official logo of the organisation and source credits to enhance the credibility of the poster. The study revealed the sparing use of pathos (5.6%), which was found in only two posters, in the form of questions to get the audience to think about their own risk. The social semiotic visual analysis highlighted the similarity of the posters in representing the cancer site, risk factors and signs using visuals and text. The lung cancer and colorectal cancer posters are also similar in the compositional dimension in terms of the use of clipart and diagrams. As for the interactive dimension, the posters engage the audience through close-up views of the cancer site and long and medium shot of human figures. The paper concludes with principles for the message design of the health posters based on rhetorical appeal and social semiotic visual frameworks.
format Article
author Petronella Langita, Felix
Ting, Su Hie
author_facet Petronella Langita, Felix
Ting, Su Hie
author_sort Petronella Langita, Felix
title Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters
title_short Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters
title_full Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters
title_fullStr Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters
title_full_unstemmed Semiotic Analysis of Persuasion Elements in Lung Cancer and Colorectal Cancer Posters
title_sort semiotic analysis of persuasion elements in lung cancer and colorectal cancer posters
publisher Asian Scholars Network (ASNet)
publishDate 2023
url http://ir.unimas.my/id/eprint/43974/3/Semiotic.pdf
http://ir.unimas.my/id/eprint/43974/
https://myjms.mohe.gov.my/index.php/ajress/article/view/25302
https://doi.org/10.55057/ajress.2023.5.4.39
_version_ 1787140559828156416
score 13.211869

Similar Items