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Information Processing Model in Consumer Behaviors in Health Communication: An Analysis of Herbal Cream Advertisements

Information Processing Model in Consumer Behaviors in Health Communication: An Analysis of Herbal Cream Advertisements
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Author(s): Ceren Yegen (Mersin University, Turkey)
Copyright: 2021
Pages: 22
Source title: Innovations in Digital Branding and Content Marketing
Source Author(s)/Editor(s): Subhankar Das (Duy Tan University, Vietnam) and Subhra Rani Mondal (Duy Tan University, Vietnam)
DOI: 10.4018/978-1-7998-4420-4.ch003

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Abstract

In some private television channels in Turkey, herbal cream advertisements for joint diseases are televised. These ads, which are shown for a few minutes on the screens, are generally directed towards the elderly who complain of joint pain and related creams are claimed to be effective in passing many pains irrespective of the variety. In these ads, singers and elderly who complain of joint pain also show up and tell the effects of creams. The advertisements are constructed in a metaphoric language. Therefore, in this study, herbal cream advertisements for joint diseases will be examined through the advertisement of 3,000-year-old Miracle Cream, Miracle Cream of East Medicine, and Miracle Cream, which are televised in the middle of 2017. In this ethnographic study, how the relevant advertisements are coded, organized, and nurtured for the buyers who complain of joint pain will be investigated.

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