Generating opposition to universal health care policies in the United States: an analysis of private health industry advertising on Meta platforms – Figures 1-3

Figures for the analysis "Generating opposition to universal health care policies in the United States: an analysis of private health industry advertising on Meta platforms" (Chow, et al.). Figures contain sample images from the Partnership for America's Healthcare Future advertisement campaign on Meta platforms (Facebook and Instagram).

Policy Targets
Fig 1. (I-III): Samples of Partnership for America’s Health Care Future advertisements highlighting identified Policy Targets – Examples of advertisements that identify proposed universal health care policies (I-III). Multiple policies were frequently included in one advertisement.

Claims and Themes
Fig 2. (I-VII): Samples of Partnership for America’s Health Care Future advertisements highlighting identified Claims and Themes – Advertisements that provide illustrative examples of how claims and themes were portrayed throughout the campaign from the identified five major categories: the negative impacts of universal health care policies in the United States (I-II), infringement on individual choice and rule by the state (III-IV), misrepresentation of legislative intent (V), promoting partnerships and fixing the existing system (VI), and appealing to audience interests (VII). Multiple themes across categories could be presented within one advertisement.

Appeal Groups
Fig 3. (I-VI): Samples of Partnership for America’s Health Care Future advertisements highlighting identified Appeal Groups – Advertisements that provide illustrative examples of appeal groups targeted throughout the campaign: American families (I), Americans (II), moms (I), patients (III), seniors (IV), rural communities (V), and Hispanic/Spanish-speaking Americans (VI). The ‘Americans’ appeal group messages invoked a sense of national patriotism, while other groups included use of personalized narratives and storytelling to representatively emphasize how universal health care policies would increase the difficulties they already face.

Red markings are used to emphasize coding of elements within the advertisements. 

Dedoose software was used to conduct coding analysis. All images were generated by taking screenshots of Partnership for America's Health Care Future's campain media; red markings added for emphasis using Microsoft Word. All images are used under Fair Use statute. 

Campaign Ad Library from Partnership for America's Healthcare Future are available at: https://www.facebook.com/ads/library/?active_status=all&ad_type=political_and_issue_ads&country=US&view_all_page_id=592347634460462&sort_data[direction]=desc&sort_data[mode]=relevancy_monthly_grouped&search_type=page&media_type=all