Clear or glossy? The appearance of magazine ad information in the skincare market

Hingorani, A

Clear or glossy? The appearance of magazine ad information in the skincare market

Hingorani, A

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Publisher:: University of Bath
Publication Type:: Conference Proceeding
Citation:: 5th International Conference on Research in Advertising (ICORIA), 2007, pp. 1 - 5
Issue Date:: 2007-01

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Field	Value	Language
dc.contributor.author	Hingorani, A https://orcid.org/0000-0001-6313-4311	en_US
dc.contributor.editor	Heath, R	en_US
dc.contributor.editor	Neijens, P	en_US
dc.contributor.editor	Smit, E	en_US
dc.date	2006-06-30	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	5th International Conference on Research in Advertising (ICORIA), 2007, pp. 1 - 5	en_US
dc.identifier.isbn	9781841162041	en_US
dc.identifier.uri	http://hdl.handle.net/10453/7540
dc.description.abstract	There is limited publicly available information on the advertising strategies of skincare marketers. This is particularly true in Australia, which is a large market for skincare products for women. Moreover, it has been observed that the information contained in skincare advertisements has the potential to be quite misleading and confusing. Consequently, this study examines the type of information conveyed in magazine ads by skincare marketers. Specifically, it addresses the extent to which the headline and body copy of skincare ads from selected women's magazines in Australia are factual ("clear") or antifactual ("glossy"). This is achieved by drawing from the account on antifactual content by Preston (2002, 2003). An advertising content analysis supported the hypothesis that headlines in skincare ads are more frequently antifactual than factual. The hypothesis that the body copy in skincare ads is less frequently antifactual than factual was not supported. From these findings, suggestions for future research are provided.	en_US
dc.publisher	University of Bath	en_US
dc.relation.ispartof	5th International Conference on Research in Advertising (ICORIA)	en_US
dc.relation.ispartof	International Conference on Research in Advertising	en_US
dc.title	Clear or glossy? The appearance of magazine ad information in the skincare market	en_US
dc.type	Conference Proceeding
utslib.location	Bath, UK	en_US
utslib.location.activity	Bath, UK	en_US
utslib.for	150501 Consumer-Oriented Product or Service Development	en_US
utslib.for	150502 Marketing Communications	en_US
dc.location.activity	Bath, UK	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Bath, UK	en_US
pubs.start-date	2006-06-30	en_US

Abstract:

There is limited publicly available information on the advertising strategies of skincare marketers. This is particularly true in Australia, which is a large market for skincare products for women. Moreover, it has been observed that the information contained in skincare advertisements has the potential to be quite misleading and confusing. Consequently, this study examines the type of information conveyed in magazine ads by skincare marketers. Specifically, it addresses the extent to which the headline and body copy of skincare ads from selected women's magazines in Australia are factual ("clear") or antifactual ("glossy"). This is achieved by drawing from the account on antifactual content by Preston (2002, 2003). An advertising content analysis supported the hypothesis that headlines in skincare ads are more frequently antifactual than factual. The hypothesis that the body copy in skincare ads is less frequently antifactual than factual was not supported. From these findings, suggestions for future research are provided.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/7540