Sex, Beauty, and Youth: An Analysis of Advertising Appeals Targeting U.S. Women of Different Age Groups Article

Taylor, KA, Miyazaki, AD, Mogensen, KB. (2013). Sex, Beauty, and Youth: An Analysis of Advertising Appeals Targeting U.S. Women of Different Age Groups . 34(2), 212-228. 10.1080/10641734.2013.787581

cited authors

  • Taylor, KA; Miyazaki, AD; Mogensen, KB

authors

abstract

  • Although women's involvement in both the workforce and purchasing decisions has dramatically increased, evidence suggests that advertising targeting them has not changed much over time. As women of different age groups belong to different generational cohorts, they have experienced life from within different culturally salient backgrounds and with different values and expecations. Thus, the examination of advertising appeals across different targeted age groups can yield important insights. Our study of print advertisements in women's magazines found significant differences in the appeals used to target women of four different age groups. Limitations of the research, as well as directions for future research, are discussed. © 2013 American Academy of Advertising.

publication date

  • January 1, 2013

Digital Object Identifier (DOI)

start page

  • 212

end page

  • 228

volume

  • 34

issue

  • 2