A study in the Journal of Global Fashion Marketing demonstrates that consumers ought to be wary of claims made in cosmetic ads.
Timothy Reisenwitzm, Jie G. Fowler, and Les Carson analyzed close to 300 full-page cosmetics ads from the April 2013 issues of seven fashion publications including Glamour and Vogue. The ads studied encompassed a broad range of product categories, from facial skincare and make-up to fragrance and nail products.
The researchers categorized the claims as"environmental," "endorsement," or "scientific." The judges then classified each claim as falling into one of four categories of truthfulness: "outright lie," "omission," "vague," or "acceptable."
Only 18% of all claims made by the cosmetics companies were deemed "acceptable." However, just 14% of claims scientific in nature were regarded as acceptable, as opposed to 50% of those made about a product's environmental attributes.
This shows just how cautious consumers have to be when looking at ads that make lofty promises. Don't be led astray by advertisements promising you perfect skin overnight. If it sounds too good to be true, it probably is!
Regardless, studies notwithstanding, most of us have learned to be distrustful of claims made in advertising messages. Is it any wonder so many marketers use well-known celebrities to pitch their products?
Have you ever fallen for the claims made in ads for beauty products? Did you later regret it?
Don't miss any of my previous posts! Please click How to Understand People for many more thought-provoking entries, including:
Timothy Reisenwitzm, Jie G. Fowler, and Les Carson analyzed close to 300 full-page cosmetics ads from the April 2013 issues of seven fashion publications including Glamour and Vogue. The ads studied encompassed a broad range of product categories, from facial skincare and make-up to fragrance and nail products.
The researchers categorized the claims as"environmental," "endorsement," or "scientific." The judges then classified each claim as falling into one of four categories of truthfulness: "outright lie," "omission," "vague," or "acceptable."
Only 18% of all claims made by the cosmetics companies were deemed "acceptable." However, just 14% of claims scientific in nature were regarded as acceptable, as opposed to 50% of those made about a product's environmental attributes.
This shows just how cautious consumers have to be when looking at ads that make lofty promises. Don't be led astray by advertisements promising you perfect skin overnight. If it sounds too good to be true, it probably is!
Regardless, studies notwithstanding, most of us have learned to be distrustful of claims made in advertising messages. Is it any wonder so many marketers use well-known celebrities to pitch their products?
Have you ever fallen for the claims made in ads for beauty products? Did you later regret it?
Don't miss any of my previous posts! Please click How to Understand People for many more thought-provoking entries, including:
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