EXPLORING HOW COSMETIC ADVERTISING PORTRAYS WOMEN TODAY AND WHAT IMPACT IT HAS ON CONSUMER BUYER BEHAVIOUR.
Cardiff Metropolitan University
MetadataShow full item record
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.
Showing items related by title, author, subject and abstract.
The impact of the development stage of a hallmark event on the host city and the local communities: A case study of the Olympic Games in London 2012 Jurisch, C. Jacqueline (Cardiff Metropolitan University, 2012)The overall research aim was to give a critical overview of the impacts of the development stage of a hallmark event on the host city and the local communities. This dissertation was investigating the case study of the ...
Al Batlouni, Dana (Cardiff Metropolitan University, 2020)Effective university-industry collaboration has become a major focus for governments in recent years. Universities are increasingly expected to play a greater role in the innovation system and evidence their contribution ...
An investigation into how businesses use sponsorship within their marketing strategy to promote the organisation at events and what motivates the organisation to do so Emmett, Andrew (Cardiff Metropolitan University, 2015)The focus of this research is to analyse and research how businesses use sponsorship within marketing mix to promote the organisation at events, from this the researcher looked into the different motivations for sponsoring ...