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http://dx.doi.org/10.5934/kjhe.2014.23.3.529

A study on the consumers' attitude toward before and after technique in cosmetic surgery advertisement by kind of surgery  

Lee, Hyun Seon (Dept. of AD & PR, Cheongju University)
Publication Information
Korean Journal of Human Ecology / v.23, no.3, 2014 , pp. 529-544 More about this Journal
Abstract
The purpose of this study is to investigate the effect and potential problem of before and after technique in cosmetic surgery advertisements. This study would draw the positive and negative aspects in executing before and after technique by segmenting the surgical part(eyes, nose, and breast). And this study compared before and after technique with after technique and doctor(expert) endorser. Independent variables of this study are advertisement technique(before and after/after/doctor) and the kind of surgery(double eyelid surgery/ rhinoplasty/mastoplasty). Dependent variables of this study are general attitude toward advertising, hospital believability, ethical judgement toward advertising, intention to cosmetic surgery. This study is run as $3{\times}3$factorial design with 30 subjects per cell, resulting in a total sample size of 270. The result of this study shows that advertising technique in cosmetic surgery advertisement important variable to mediate the effect. This study found that before and after technique was more effective than any other techniques. Also, this study found that the kind of surgery variable should be considered in the execution of cosmetic surgery advertisement. Therefore, the result suggests that the kind of surgery and advertisement technique should be spontaneously considered by cosmetic surgery clinic and advertising regulation organizations for the effective communication way and consumer protection.
Keywords
cosmetic surgery advertisement; before and after advertising technique; after advertising technique; doctor endorser; advertising technique;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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