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Contact Name
Putri Ekaresty Haes
Contact Email
ekarestyhaes@undiknas.ac.id
Phone
+6282236805788
Journal Mail Official
journal@undiknas.ac.id
Editorial Address
Jl. Bedugul No.39, Sidakarya, Kec. Denpasar Sel., Kota Denpasar, Bali 80224, Indonesia.
Location
Kota denpasar,
Bali
INDONESIA
Journal of Communication Studies and Society
ISSN : -     EISSN : 29621747     DOI : 10.38043
Core Subject : Education,
This journal is published to develop the ability in writing in accordance with the field of communication, including public relations and journalism, in addition to the journal COMMUSTY discusses social phenomena concerned with the science of communication. Cultural Studies: Representation Studies, Critical Theory, Identity Studies, Minority Studies, Gender, Feminist Theory, Reception Studies, Popular Culture, Film Studies, Subcultures, Ideology, Hegemony, Texts, and Readers. Communication Studies : Public Relations, Corporate Communication, Crisis Communication, Advertising, Brand Value, Digital Branding, Direct Selling, Promotion, Interactive and Digital Marketing Communication Studies, Memory and Media, Gender and Sexuality in the Media, Social Media, Media Globalization, Media Convergence, Media Literacy, Media Language, Media and Religion, Media and Technology, Psychology Communication, Strategic Communication, Education communication, Interpersonal Communication, mass communication, media, business communication, semiotic, Disaster Communication, and all the research in the communication field.
Articles 1 Documents
Search results for , issue "Vol. 5 No. 1 (2026)" : 1 Documents clear
Measuring Visual Homogeneity and Congruence in Breast Cancer Awareness Campaigns Mesureur, Germain
COMMUSTY Journal of Communication Studies and Society Vol. 5 No. 1 (2026)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/commusty.v5i1.7588

Abstract

Breast cancer awareness advertising is globally defined by the colour pink and the iconic pink ribbon. While this branding has elevated the cause, it has also sparked criticism regarding "pinkwashing," where companies exploit it for commercial gain. This study investigates whether these distinctions manifest in the visual design of advertisements. A quantitative content analysis was conducted on 326 static advertisements from 52 countries (2010–2024), measuring dominant colours and coding each advertisement for advertiser type, brand-cause congruence, and pink ribbon usage. Results reveal that neither advertiser type nor brand-cause fit significantly predicts colour choice   commercial campaigns are visually indistinguishable from non-profit messages. Instead, the visual landscape is driven almost entirely by the pink ribbon's presence. Symbolic norms have achieved a hegemony that overpowers individual brand strategies, producing a constrained visual language.

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