CEOS.PP researcher featured in the Faro de Vigo newspaper

Cristina Cardoso, a researcher at CEOS.PP, recently completed her PhD in Communication at the University of Vigo. Her study, highlighted in the Faro de Vigo newspaper, analysed the impact of advertising campaigns on consumer behaviour, with a focus on breast cancer prevention.

In an interview with the newspaper Faro de Vigo, Cristina Cardoso revealed that her research analysed the impact of advertising campaigns by three brands – Ausonia, C&A and Intimissimi – on 60 women aged between 20 and 64, and concluded that, although the campaigns encourage self-examination and reinforce prevention, many resort to idealised and overly positive narratives, featuring attractive and famous women, which reduces the perception of the reality of the disease.

The sample highlights the need to include all stages of cancer, as well as testimonials from real women and health professionals, in addition to practical information on screening and prevention. The researcher emphasises that, in Portugal, awareness of the campaigns is lower in inland regions and that fear of diagnosis remains a barrier.

The study also reveals differences between countries: Spanish women are more familiar with prevention measures due to a longer tradition of campaigns.