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

University of Bath
Publication Type:
Conference Proceeding
5th International Conference on Research in Advertising (ICORIA), 2007, pp. 1 - 5
Issue Date:
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2006005271.pdf3.05 MB
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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.
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