An Exploratory Study of the Types and Roles of Skincare Advertising Visuals in Magazines

By Anurag G. Hingorani.

Published by The Humanities Collection

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Article: Print $US10.00
Article: Electronic $US5.00

Despite the observations that visuals are almost always present in skincare ads, and that they are noticed to a greater extent than the text in these ads, there appears to be virtually no publicly available research that has analysed the visual content of skincare ads. As visuals might be useful to consumers in assessing the effectiveness of skincare products, their role in influencing consumer behaviour needs to be researched. Before such research is undertaken, it is necessary to investigate visuals that are actually employed by skincare marketers given the large number of products and varied visual cues or stimuli that seem to exist. The purpose of this research is to identify some of the types (or elements) and roles (or functions) of skincare advertising visuals and examine the extent to which they are evident in ads selected from the April through August 2005 issues of four popular women’s magazines in Australia. 24 elements and five functions of skincare advertising visuals were identified, and their presence or absence was assessed in a sample of 52 ads. Due to the exploratory and time-specific nature of this study, future research that audits the visual content of magazine advertisements in the skincare market over a longer period could facilitate an extensive investigation of its impact on consumer attitudes and behaviour.

Keywords: Skincare Advertising, Visuals, Magazine Advertisements

International Journal of the Humanities, Volume 6, Issue 1, pp.75-82. Article: Print (Spiral Bound). Article: Electronic (PDF File; 543.637KB).

Dr. Anurag G. Hingorani

Senior Lecturer, Faculty of Business, School of Marketing, University of Technology Sydney, Broadway, NSW, Australia

Anurag Hingorani is an educator and researcher in the broad area of marketing communications, and in the specific area of healthcare or pharmaceutical advertising. His research focuses on issues pertaining to the physical and emotional well-being of the consumer, such as body image, and the communication strategies of marketers who sell products that impact consumer health and well-being. Anurag’s research has been presented at healthcare and advertising conferences. He has served as a track chair for healthcare marketing conferences and as a reviewer for consumer research conferences and academic marketing journals. Currently, he is a member of the editorial board of an international journal in the area of pharmaceutical and healthcare marketing.

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