Introducing
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
Man walks through shopping centre to represent the product. It is not made clear what his affiliation is.
Man: We’re talking to people who have switched to Colgate Sensitive Pro-Relief.
[image of product and toothpaste]
[Man asks question to a member of the public, Callum] Why did you switch?
[Caption: Callum, Switched from another potassium based sensitive toothpaste]
Callum: Cos it was a much more effective toothpaste. It worked straight away.
Voiceover [illustration of tooth demonstrating how it works]: That’s because unlike most other pro-sensitive toothpastes, the unique pro argin formula instantly blocks to the open channels to the nerves.
Fiona [caption: switched from another sensitive toothpaste]: You can absolutely say it has changed my life, definitely.
Man: Care to prove it. [points to bucket of ice]
Fiona: [puts ice in mouth] Both sides.... perfect.
Caption: 9/10 dentists who have tried Colgate pro-relief would recommend it for sensitive teeth. Switch to Colgate Sensitive Pro Relief. Proven instant relief and superior long lasting protection.
Exploring illness communications: unpicking the impact of social structure on communicating health and illness.
Exploration of the social dimension to dentine hypersenstivity.
Behind all of the systemic communications the consumer is being observed as a potential reservoir of meaning
Colleagues at The University of Sheffield
Paradox of pain
The displacement paradox
Colleagues at GlaxoSmithKline
Paradox of pain
Paradox of inaction
Paradox of self help
Paradox of age
Paradox of time
Non -problem problem paradox
Paradox of health identity
Paradox of treatment seeking
The paradox of performance
Paradox of endurance
Paradox of difference
Paradox of deprivation
Aim:
to explore the history of the concept of dentine hypersensitivity in dental science. A secondary aim is to better understand the reason for the interchangeably used terms of dentine sensitivity and dentine hypersensitivity.
Objectives
The impact of dentine sensitivity on everyday life: a qualitative study*
B.J. GIBSON, O.V. BOIKO, S.R. BAKER, P.G. ROBINSON, University of Sheffield, United Kingdom, D. LOCKER, University of Toronto, Canada.
Methods
Conceptual history following the work of (Koselleck, 2004). Involving:
International Association of Dental Research, Miami Beach Convention Centre, Miami, 1-4th April 2009.
Previous work illustrates the distinctions used in everyday talk about dentine sensitivity.
Paradox of treatment seeking
Paradox of pain
Paradox of health identity
Paradox of deprivation
morality
Paradox of endurance
non-problem /problem
Paradox of difference
the imperative of sensitivity
bother/no bother
Aim: to explore the relationship between distinctions embedded in advertisements about dentine sensitivity and communications about the patterns of consumption associated with the condition.
“Just that’s it and get on with it. I don’t roll about or anything.” (S1.8.p.3).
“You just don’t pay attention; it is just like going through.” (S1.23.p.3).
“I just try and get on with it really.” (S1.10.p.3).
"It is annoying, it is annoying, and it feels like I am not getting the full benefit, I am not enjoying food like probably other people who haven’t got sensitive teeth.” (S1.19.p.5).
“I wish I’d looked after my teeth better and I think ‘why don’t I go to the dentist’, so I do get annoyed but it is mainly with myself.” (S1.9.p.4).
- Representational meaning
People, places and objects depicted in images convey specific meaning.
- Interactive meaning
looking at relations between viewers and the image, i.e. eye contact etc.
- Compositional meaning
The information value of items for example, where are elements positioned in advertisements, whether elements are separated or connected, their promenance etc.
Function / Not function
Enjoy / Dont enjoy
http://www.tellyads.com/show_movie.php?filename=TA13182
unlike
like
Man walks through shopping centre to represent the product. It is not made clear what his affiliation is.
Man: We’re talking to people who have switched to Colgate Sensitive Pro-Relief.
[image of product and toothpaste]
[Man asks question to a member of the public, Callum] Why did you switch?
[Caption: Callum, Switched from another potassium based sensitive toothpaste]
Callum: Cos it was a much more effective toothpaste. It worked straight away.
Voiceover [illustration of tooth demonstrating how it works]: That’s because unlike most other pro-sensitive toothpastes, the unique pro argin formula instantly blocks to the open channels to the nerves.
Fiona [caption: switched from another sensitive toothpaste]: You can absolutely say it has changed my life, definitely.
Man: Care to prove it. [points to bucket of ice]
Fiona: [puts ice in mouth] Both sides.... perfect.
Caption: 9/10 dentists who have tried Colgate pro-relief would recommend it for sensitive teeth. Switch to Colgate Sensitive Pro Relief. Proven instant relief and superior long lasting protection.
place
space
old
Don't Function
young
old
Function
Objectives
a) to study how various distinctions (for example between sensitivity as health and sensitivity as illness) are related to the way dentine sensitivity is talked about and
b) explore the historical emergence of the term dentine sensitivity
c) explore the overlap and difference between forms of communication in talk about dentine sensitivity and those forms that we can see in advertisements for products designed to remove or combat dentine sensitivity
don't function
long lasting
young
disproof
Function
instant
proof
http://www.tellyads.com/show_movie.php?filename=TA13182
no problem
don't visit
after
problem
before
problem
after
visit
before
old
no problem
young
don't visit
old
young
http://www.tellyads.com/show_movie.php?filename=TA7467
place
space
place
space
Natalie’s account begins with her sitting in her kitchen, discussing her experience:
Natalie: I can remember going out for dinner with friends and it being very uncomfortable to have any sweet drink, for example if we were having Sangria, to the point where I had to say ‘that’s it, I can’t have anymore’. The dentist diagnosed that I did have sensitive teeth. I felt like I hadn’t been looking after my teeth properly. [It flashes to pictures of her on holiday]
There is another caption: What did she do?
Natalie’s story continues:
Natalie: I started using Sensodyne. There’s the whitening version, that’s my favourite. It sits in my bathroom all the time. It ticks all the boxes really for me. It keeps my teeth clean and white. I’m not sure how it does it, but it seems to work.
A caption accompanies the image of Natalie: Helps restore your teeth’s natural whiteness.
Don't Function
Function
http://www.tellyads.com/show_movie.php?filename=TA7467
don't function
disesteem
Function
esteem
no problem
don't visit
http://www.tellyads.com/show_movie.php?filename=TA4071
Natalie’s account begins with her sitting in her kitchen, discussing her experience:
Natalie: I can remember going out for dinner with friends and it being very uncomfortable to have any sweet drink, for example if we were having Sangria, to the point where I had to say ‘that’s it, I can’t have anymore’. The dentist diagnosed that I did have sensitive teeth. I felt like I hadn’t been looking after my teeth properly. [It flashes to pictures of her on holiday]
There is another caption: What did she do?
Natalie’s story continues:
Natalie: I started using Sensodyne. There’s the whitening version, that’s my favourite. It sits in my bathroom all the time. It ticks all the boxes really for me. It keeps my teeth clean and white. I’m not sure how it does it, but it seems to work.
A caption accompanies the image of Natalie: Helps restore your teeth’s natural whiteness.
after
problem
before
problem
after
visit
Young / Old
visit
before
old
no problem
young
don't visit
old
‘I try and visit the dentist, at least twice a year if possible. I’ve never had a problem with sensitive teeth in my life but it just suddenly developed. I particularly used to have a problem with cold drinks, working as a personal trainer, you’re constantly stopping, drinking water’.
The camera then focuses on sports medals and trophies. Describes that it was bad when drinking cold drinks.
‘It did used to stop me in my tracks’
Caption: ‘what did he do?’
‘So I tried sensodyne. I tend to brush my teeth two to three times a day. But since using sensodyne it's been doing the trick, and at the same time, you've got fresh and clean breath. And you think to yourself surely your toothpaste can't make that much difference. But it did!
young
‘I try and visit the dentist, at least twice a year if possible. I’ve never had a problem with sensitive teeth in my life but it just suddenly developed. I particularly used to have a problem with cold drinks, working as a personal trainer, you’re constantly stopping, drinking water’.
The camera then focuses on sports medals and trophies. Describes that it was bad when drinking cold drinks.
‘It did used to stop me in my tracks’
Caption: ‘what did he do?’
‘So I tried sensodyne. I tend to brush my teeth two to three times a day. But since using sensodyne it's been doing the trick, and at the same time, you've got fresh and clean breath. And you think to yourself surely your toothpaste can't make that much difference. But it did!
Before After
don't visit
visit
no problem
don't visit
problem
Don't Function
problem
Function
no problem
don't function
Function
place / space
Problem / no problem
Visit / Don't visit
Pain / No Pain
When sociologists talk about the experience of illness they often combine descriptions of sources, purposes and causes. The result is quite a complicated set of assertions drawing on different sources:
Before / After
Action / No action
Aim: to capture the distinction in semantics between dentine hypersensitivity as an illness or alternatively as a health condition. This study sought to explore in more depth the findings of our previous study on the "non - problem problem" of dentine sensitivity by exploring other distinctions in a new sample of participants experiencing the condition.
Results
Paradox of treatment seeking
cure
help
cure
‘It’s quite a lot of money, but it’s some sort of, I’m not going to talk about everlasting treatment … you can’t just get rid of something, you can’t just cure something. It takes a lot longer but maybe just chewing gum, with Arginine in it, maybe some sort of everyday food, that as you eat it helps’(S2.2)
Paradox of pain
sharp
short
sharp
‘Usually, its’ relatively instantaneous and I sort of have a little aftershock for a little while, it’s quite sharp and short pain, it’s just they are sensitive, as soon as I take away whatever is causing it.’ (S1.4)
Materials and Methods
Paradox of health identity
Paradox of deprivation
Paradox of endurance
Paradox of difference
Funded by GlaxoSmithKline July 2009.
Data analysis