Advertising Women Content Analysis Resnik-Stern Print Magazines Abstract The purpose of this study was to analyze advertisements in magazines targeting women readers and find the preferred type of appeals advertisers used.
Implications are presented for firms who have and have not previously advertised in a magazine oriented toward the black market.
While there are many aspects to the marketing mix for this group one aspect that needs further research is advertising because it represents a major way to reach the black market. Whatever the causes, it appears that consumer behavior of blacks is different from that of whites in many aspects Zaltman and Wallendorf However, there has been little research to contrast the content of advertisements in similar black and white-oriented magazines.
Therefore, the major purpose of this study was to determine if business firm use similar advertisements in black- and white- oriented magazines. One further purpose was to ascertain if similar products were advertised in black and white oriented magazines.
A study, such as this one, has implications for marketers, especially those in advertising. For firms who have not advertised in black publications, if can provide some guidance on the strategies that can be employed if they desire to begin campaigns in these magazines. While content analysis does not necessarily indicate what is right, it does reflect what has taken place in the past.
Certainly, large firms who have advertised in black magazines have evaluated and tested the viability of their advertising strategies and tactics. For firms who have. For this type of firm these findings can be of assistance in the evaluation stage. Jet is a magazine that is primarily oriented and targeted toward the black market.
The problem was to find a magazine that was Similar in content and presentation but oriented primarily toward the white market. Comparability of magazines was determined through a questionnaire mailed to 20 periodical librarians at major universities throughout the United States.
Together with a letter asking for their cooperation, the librarians were asked to respond to the following open-ended question: The question was presented in an open-ended manner to reduce the possibility of bias by respondents by offering them a listing of magazines oriented toward the white market from which to make this choice.
Fourteen of the 17 librarians selected People magazine as being most similar to Jet magazine. Therefore, People magazine was selected for comparison. Issues to Be Compared. Because Jet and People are weekly publications four comparable October issues 8,15,22,29 and November 5,12,19,26 issues were analyzed.
Observers analyzed only advertisements of one fourth of a page or larger. Smaller ads were omitted from the analysis a total of 14 ads were omitted. Guidelines were developed to ensure consistency of analysis by the researchers. Since there are many ways to compare ads, ads were contrasted in more than one manner: This shows one or more persons using the product in a normal setting.
A family might be shown at the dinner table expressing satisfaction with a new brand of biscuits. This emphasizes how a product fits in with a life style.
The Revlon ads of the Charlie fragrances show an adventuresome, rule-breaking young woman going after the things she wants in life and getting them.Advertising the health benefits of a product like pomegranate juice is one thing, but when you start claiming that it can reduce the risk of cancer, heart disease and impotence you'd better have the scientific data to back it up.
- Analysis of an Advertisement for Bleach by Domestos The product was advertised in OK. magazine on August 21st For my GCSE Media coursework, I have chosen to analyse an advertisement for Demestos bleach. The purpose of this study was to analyze advertisements in magazines targeting women readers and find the preferred type of appeals advertisers used.
This study analyzed advertisements in three women's interest magazines from October to April It was found that the top three product. A content analysis of the two magazines, Jet and People resulted in advertisements that were used for analysis.
See Table 1 for distribution of ads by magazines. TABLE 1. DISTRIBUTION OF ADS BY MAGAZINES. The content analysis yielded ads in Jet magazine for the eight issues that were examined and for People magazine.
This content analysis of a sample of advertising from Time, New Yorker, and Saturday Evening Post during the s and s examined the impact of the national economic conditions on advertising and its visuals. This study suggests that the impact of national economic conditions in the s and s on the use of ad visuals in the .
A content analysis of the two magazines, Jet and People resulted in advertisements that were used for analysis. See Table 1 for distribution of ads by magazines. See Table 1 .