EXPLORING HOW COSMETIC ADVERTISING PORTRAYS WOMEN TODAY AND WHAT IMPACT IT HAS ON CONSUMER BUYER BEHAVIOUR.
Cardiff Metropolitan University
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This paper aimed to examine how women are currently portrayed in cosmetic advertising. It then went on to explore the effect these adverts had on female attitudes and as a result, the impact this has on consumer purchasing behaviour. Different interpretations and views of the ‘ideal beauty’ were identified; with consumption, social construction, psychological impacts and body enhancement also being explored. Possible methodological approaches to this research were evaluated with justification being given to the final chosen methods and strategies. The research used an inductive, interpretive approach in order to look at the attitudes of females concerning cosmetic advertisements. The research aimed to gain comparable, in-depth information on opinions surrounding this subject and so quantitative and qualitative methods were explored and defended. The research design was evaluated, with benefits and limitations being described. Theoretical underpinning was used in order to back up the methodology used within this study, with recommendations and suggestions being made for further, similar research projects. The findings from the research were highlighted with generalisations and key themes identified. After a comprehensive evaluation of the research as a whole, possible recommendations for future advertisements as well as suggestions for similar research designs were put forward.
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