The credibility of advertising : an insight with a special focus on print advertising of colour cosmetics and skin care products

Abstract

This dissertation aims to explore the concept of credibility, its applicability and implications within the advertising industry, particularly in print advertising. It aims to study the impact of advertising content on advertising credibility. Design/methodology/approach - A content analysis was conducted on print adverts published in local and foreign magazines to identify the different advertising content. Depth interviews provided understanding of the industry in the local scenario. Focus groups were used to acquire insight into the consumers' perceptions of the various advertising content and its respective impact on advertising credibility. Findings - The results show that certain advertising content has greater impact on the adverts' credibility while other content has either less of an impact or none at all, of which the intensity may vary depending on the audience and the type of product. It was also observed that the lower the perceived credibility, the less the involvement and intent of purchase. Research limitations/implications - the exploratory nature of the research and the sample size limit the generalisability of the results. The study does not take into account personality factors and the credibility transfer-effect of the medium. Purposely designed adverts would significantly reduce any other undue influence caused by possible extraneous variables. Practical implications - Creating more credible advertising may be effective in better attracting attention as well as bridging the gap between attention, cognitive response and purchase intent Originality/value - This dissertation examines how advertising content impacts the overall credibility of adverts; an area in which previous research has not been undertaken. Advert credibility is believed to influence the acceptance of the message and may be crucial in the process of persuasion. This study also seeks to explore and identify other potential variables which may influence advert credibility.