Table 3.

Types of Emotional Appeals Used In Cancer Center Advertisements

Persuasion Technique	Illustrative Examples	N (%) of 409 advertisements*
Focus on Survival or Potential for Cure
Evoke Hope for Survival	Uses language about hope, life, survival, extension of life, or cure (“Call us today to begin your journey from cancer patient to cancer survivor.”)	248 (61)
Focus on Innovation or Treatment Advances	Describes technology, treatment, or research that is innovative, pioneering, advanced, or upcoming (“We use state-of-the-art technology and give you innovative treatment options.”)	211 (52)
Use Fighting Language	Describes cancer as a fight or battle (“Winning the war against cancer,” “I can kick this,” “I fought, I won.”)	167 (41)
Evoke Fear	Mentions death, disability, fear, or loss (“When David was diagnosed with cancer in his chest, he felt like he was losing everything.”)	123 (30)
Unrelenting Care	Describes treatment that does not stop until cancer is cured or cancer in general is no more (“Making history,” “Care that never quits.”)	78 (19)
Medical Miracles	Describes cancer treatment or center as miraculous, remarkable, or extraordinary (“Extraordinary results.”)	78 (5)
Focus on Comfort, Quality of Life, or Patient-Centered Care
Individualized Care	States that treatment or experience will be tailored to meet patients’ needs (“I’m remembered by my name, not as a number,” “Our patients are unique. So are their tumors.”)	127 (31)
Highlight Comfort or Describe Quality of Life	Mentions comfort, compassion, symptom management, or quality of life (“We’re dedicated to not only providing the best treatment, but the best quality of life at every turn.”)	106 (26)
Shared Decision Making	Discusses involvement of patients or family members in medical decision making (“They offered me advice about treatments, but the decision was always mine.”)	25 (6)

^*Total does not equal 100%. Individual advertisements may be coded for multiple persuasion techniques.