The influence of uncertainty avoidance on visual and rhetorical strategies in breast cancer awareness advertising

Germain Mesureur

Abstract


Purpose: National culture plays a significant role in the design of health communication messages. Understanding these cultural nuances is essential for creating effective global advertising campaigns. This study aims to investigate how Hofstede's uncertainty avoidance dimension correlates with the visual and rhetorical characteristics of breast cancer awareness advertisements. 
Methodology: A quantitative content analysis was conducted on a sample of 208 static advertisements from a wide range of countries. Key variables were systematically coded, including image type (photograph vs. drawing), visual representation of breasts, persuasion type (ethos, pathos, logos), and shock value. 
Findings: The analysis reveals significant correlations between the Uncertainty Avoidance Index (UAI) and design elements. Advertisements from high-UAI countries were significantly more likely to employ tame messaging, symbolic depictions, and logos-based appeals. Conversely, advertisements from low-UAI countries were associated with higher shock values, direct photographic imagery, and emotionally driven content. 
Practical implications: The findings indicate that uncertainty avoidance is a predictor of the visual and rhetorical strategies used in breast cancer awareness campaigns. This suggests that in cultures less tolerant of ambiguity, communication strategies are inherently more conservative and emotionally restrained. The results imply that visual and rhetorical strategies must be aligned with local tolerances for ambiguity. Consequently, practitioners should focus on developing culturally sensitive strategies to ensure the effectiveness of global health campaigns.

 

Received: 05 February 2026

Accepted: 24 March 2026

Published: 12 May 2026


Keywords


Fear Appeals, Health Communication, Hofstede's Cultural Dimensions, Public Service Announcement (PSA)

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References


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DOI: https://dx.doi.org/10.21622/ILCC.2026.06.1.1942

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Copyright (c) 2026 Germain Mesureur

Insights into Language, Culture and Communication

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