exploring how cosmetic advertising portrays women today and what impact it has on consumer ...

100 Pages·2017·1.19 MB·English

EXPLORING HOW COSMETIC
ADVERTISING PORTRAYS WOMEN
TODAY AND WHAT IMPACT IT HAS ON
CONSUMER BUYER BEHAVIOUR.

JADE DAVIES

ST20053696

BA (Hons) Business and Management with Marketing

Cardiff Metropolitan University

April 2016
I
Declaration
Exploring how cosmetic advertising portrays women today and what impact it has
on consumer buyer behaviour.
‘I declare that this Dissertation has not already been accepted in substance for any
degree and is not concurrently submitted in candidature for any degree. It is the
result of my own independent research except where otherwise stated.’

Signed: Jade Davies…..…………………………………………..
Date: 20/04/2016…………………………………………………

II
Abstract
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.
Total word count: 12,273
III
Acknowledgments
Firstly I would like to thank my supervisor Barbara Kennedy for all the advice,
support and encouragement throughout the writing of this paper. I would also like to
thank Dr John Follett for the provision of a range of documentation, books and
knowledge that was utilised continuously throughout this study. I would also like to
thank the other members of staff at Cardiff Metropolitan University, who have given
guidance and recommendations concerning this dissertation and helped when I had
been feeling the pressure the most.
I would also like to thank my family for giving me confidence throughout the
construction of my research and expecting nothing less than completion from me. I
would also like to thank all of my friends, my boyfriend and his family who helped
me through times of stress, understanding and continually supporting me.
Lastly, I would like to say a massive thank you to the participants who took
the time to fill out my questionnaire as without you this research would not have
been possible.

IV
Contents
Page
Chapter 1: Introduction
1. Introduction……………………………………………………………………………………………1
1.1. Overview…………………………………………………………………………………………………1
1.2. Primary and Secondary Research……………………………………………………………..2
1.3. Previous Research…………………………………………………………………………………….2
1.4. Aims of the Research………………………………………………………………………………..3
1.5. Objectives………………………………………………………………………………………………..4
1.6. Identification of the Problem……………………………………………………………………4
1.7. Advancements on Previous Work……………………………………………………………..5
1.8. Chapter Summary……………………………………………………………………………………..6

Chapter 2: Review of the Literature
2. Chapter overview………………………………………………………………………………………7
2.1. Consumption: Gender and the Body………………………………………………………….7
2.2. Common Aspirations …………………………………………………………………………………9
2.3. Psychological impacts of media images on females…………………………………..10
2.4. Body Enhancement……………………………………………………………………………………11
2.5. Beauty as a Social Construct………………………………………………………………………14
2.6. Creation of the ‘Ideal Beauty’…………………………………………………………………….15
2.7. Chapter Summary………………………………………………………………………………………18

Chapter 3: Research Methodology
3. Chapter Overview……………………………………………………………………………………..19
3.1. Research Objectives………………………………………………………………………………….19
3.2. Research Philosophy…………………………………………………………………………………19
3.2.1. Positivism………………………………………………………………………………………………….20
3.2.2. Interpretivism……………………………………………………………………………………………21
3.3. Research Approach……………………………………………………………………………………22
3.3.1. Deduction………………………………………………………………………………………………….22
3.3.2. Induction ………………………………………………………………………………………………….23
3.4. Data collection methods……………………………………………………………………………25
V
3.4.1. Quantitative…………………………………………………………………………………………25
3.4.2. Qualitative……………………………………………………………………………………………26
3.5. Sampling Method…………………………………………………………………………………27
3.6. Research Design…………………………………………………………………………………..29
3.6.1. Self-Completion Questionnaires…………………………………………………………..29
3.6.2. Structured Questions……………………………………………………………………………29
3.6.3. Unstructured Questions……………………………………………………………………….30
3.6.4. Limitations of Questionnaires……………………………………………………………….30
3.7. Questionnaire Design……………………………………………………………………………31
3.7.1. Pilot Study…………………………………………………………………………………………….31
3.8. Data Analysis…………………………………………………………………………………………32
3.9. Ethical Consideration…………………………………………………………………………….33
3.10. Evaluation of Methodology……………………………………………………………………33
3.11. Chapter Summary………………………………………………………………………………….34

Chapter 4: Results, Analysis and Discussion
4. Chapter Overview…………………………………………………………………………………35
4.1. Participant Profile…………………………………………………………………………………35
4.1.1. Appropriateness of Participants……………………………………………………………36
4.2. Presentation of Results………………………………………………………………………….37
4.2.1. Representation of Females in Cosmetic Advertisements……………………….38
4.2.2. Views on Personal Appearance………………………………………………………………40
4.2.3. Purchasing Decisions……………………………………………………………………………..44
4.3. Age-Based Analysis.….……………………………………………………………………………48
4.3.1. 25 Years and Younger…………………………………………………………………………….49
4.3.2. 26-45 Year Olds………………………………………………………………………………………50
4.3.3. 46 Years Plus…………………………………………………………………………………………..51
4.4. Chapter Summary……………………………………………………………………………………52
Chapter 5: Conclusions and Recommendations
5. Chapter Overview…………………………………………………………………………………….53
5.1. Aims and Objectives…………………………………………………………………………………53
5.2. Key Findings……………………………………………………………………………………………..54
5.3. Recommendations for Future Advertisements………………………………………….55
5.4. Strengths of the study……………………………………………………………………………….55
5.5. Limitations of the study…………………………………………………………………………….56
5.6. Suggestions for Future Research……………………………………………………………….57
5.7. Final Comments…………………………………………………………………………………………58
5.8. Chapter Summary………………………………………………………………………………………59
Appendices
VI
Appendix A: Questionnaire
Appendix B: Research Data
Appendix C: Approved Ethics Form
VII
List of Figures
Figure 1: Positivism and Interpretive Differences, (Pizam and Mansfels, 2009)
Figure 1.2: Basic model of deductive reasoning (Trochin, 2006)
Figure 1.3: Basic model of interpretive reasoning (Trochin, 2006)
Figure 2: ‘What age range are you in?’
Figure 2.1: Residing Country and Ethnicity
Figure 2.2: 'Do you at some point in the day either watch TV, go on the Internet or look at
magazines?'
Figure 2.3: 'Do you take notice of adverts?'
Figure 2.4: 'Do you think women are accurately portrayed in cosmetic advertisements
today?'
Figure 2.5: 'Do you compare yourself to images in cosmetic advertisements?'
Figure 2.6: 'Are you happy with the way you look?'
Figure 2.7: ‘If anything, what would you like to change about your appearance?’
Figure 2.8: ‘Have you ever been on any form of diet, in order to enhance your physical
appearance?'
Figure 2.9: 'If yes, who influenced this decision?' (Can pick more than one)
Figure 2.10: 'Do you buy cosmetic products to improve your personal appearance?'
Figure 2.11: Cosmetic products purchased by respondents in the last 3 years
Figure 2.12: 'Which of these images do you think best represents beauty?'
VIII
Figure 2.13: 'What influences the types of cosmetics that you buy?'
Figure 2.14: ‘If you had to choose one of these body types, which would you prefer?’
Figure 2.15: 'If yes, what is the reason for your purchases?' (Can select more than one)
Figure 2.16: 'Do you think females under 14 are being affected by these advertisements?'

IX