The rise and sprawl of breast cancer pink: an analysis

Journal article


Hughes, Kate and Wyatt, Donna. (2015). The rise and sprawl of breast cancer pink: an analysis. Visual Studies. 30(3), pp. 280 - 294. https://doi.org/10.1080/1472586X.2015.1017351
AuthorsHughes, Kate and Wyatt, Donna
Abstract

There has been enormous growth over the last 10 years in breast cancer culture (BCC), a culture that uses unique discourses about gender, consumerism and the disease itself. This article explores the concomitant commodification of BCC where products are branded and sold with ‘breast cancer’ signage of various kinds – in particular, the colour pink. Unlike other cancers, breast cancer appears to have been utilised by both corporations and campaigns for profit, using an array of methods. The article discusses the ways in which this has been achieved using an analysis of imagery connoting femininity since 1950 and connecting this to contemporary theories about marketing and consumer choice. It finds that multinational corporations have been uniquely successful in building market share through the use of colour and imagery associated with BCC, and that consumers are equally interested in associating themselves with the cause through acts of ‘prosociality’ (buying products) that signify philanthropy. These linkages are, in turn, becoming weaker with products gesturing towards breast cancer via colour without contributing to breast cancer research, which marked earlier marketing campaigns. It concludes that breast cancer pink is a signifier of a number of gendered discourses that are utilised by both marketeers and breast cancer organisations to increase profit and membership, respectively. This leads to an unparalleled complex web of consumerism and marketing distinctive to this particular cancer.

Year2015
JournalVisual Studies
Journal citation30 (3), pp. 280 - 294
ISSN1472-586X
Digital Object Identifier (DOI)https://doi.org/10.1080/1472586X.2015.1017351
Page range280 - 294
Research GroupPeter Faber Business School
Publisher's version
File Access Level
Controlled
Permalink -

https://acuresearchbank.acu.edu.au/item/87y46/the-rise-and-sprawl-of-breast-cancer-pink-an-analysis

Restricted files

Publisher's version

  • 61
    total views
  • 0
    total downloads
  • 3
    views this month
  • 0
    downloads this month
These values are for the period from 19th October 2020, when this repository was created.

Export as

Related outputs

Outsourcing academic development in higher education: staff perceptions of an international program
Kerry Dickson, Katie Hughes and Bruce Stephens. (2017). Outsourcing academic development in higher education: staff perceptions of an international program. International Journal for Academic Development. 22(2), pp. 106-119. https://doi.org/10.1080/1360144X.2016.1218884
Health-inclusive higher education: Listening to students with disabilities or chronic illnesses
Hughes, Kate, Corcoran, Tim and Slee, Roger. (2016). Health-inclusive higher education: Listening to students with disabilities or chronic illnesses. Higher Education Research and Development. 35(3), pp. 488 - 501. https://doi.org/10.1080/07294360.2015.1107885
Alluvial terrace preservation in the Wet Tropics, northeast Queensland, Australia
Hughes, Kate, Croke, Jacky, Bartley, Rebecca, Thompson, Chris J. and Sharma, Ashneel. (2015). Alluvial terrace preservation in the Wet Tropics, northeast Queensland, Australia. Geomorphology. 248, pp. 311 - 326. https://doi.org/10.1016/j.geomorph.2015.07.024
Australian sociology: A changing society
Holmes, David, Hughes, Kate and Julian, Roberta. (2015). Australian sociology: A changing society Pearson Australia.
The social inclusion meme in higher education: are universities doing enough?
Hughes, Kate. (2015). The social inclusion meme in higher education: are universities doing enough? International Journal of Inclusive Education. 19(3), pp. 303 - 313. https://doi.org/10.1080/13603116.2014.930518
The use of explicit teaching strategies for academic staff and students in bioscience foundation subjects
Tangalakis, Kathy, Hughes, Kate, Brown, Claire and Dickson, Kerry. (2014). The use of explicit teaching strategies for academic staff and students in bioscience foundation subjects. International Journal of Innovation in Science and Mathematics Education. 22(3), pp. 42 - 51.
Strengthening the intersections between secondary and tertiary education in Australia: building cultural capital
Hughes, Kate and Brown, Claire. (2014). Strengthening the intersections between secondary and tertiary education in Australia: building cultural capital. Journal of University Teaching & Learning Practice. 11(2), pp. 1 - 14.
Audit of factors associated with the intactness of central venous catheter exit site dressings for northern Australian haemodialysis patients
Hughes, K., Gardner, Anne and McArdle, J.. (2011). Audit of factors associated with the intactness of central venous catheter exit site dressings for northern Australian haemodialysis patients. Renal Society of Australasia Journal. 7(3), pp. 108 - 114.