Assessing scientific claims in print ads that promote cosmetics: How consumers perceive cosmeceutical claims
Jie G. Fowler, Les Carlson, and Himadri Roy Chaudhuri
The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.
Fowler, Carson, Chaudhuri
MANAGEMENT SLANT
- The copy for cosmetics advertising campaigns should be aligned
with the target audience’s awareness of scientific-related terms presented in
the print advertisements.
- Advertisers may need to augment or even avoid certain
scientific-related terms, because such claims more likely will be perceived to be
misleading or deceptive by cosmetics consumers.
