The paper "Honesty in Advertising Makeup Products in Kuwait" is a perfect example of a marketing research paper. The cosmetic industry is one of the sectors in which players engage in deceptions, exaggerations and manipulations of consumers by advertising companies. Many fashion magazines and advertisers mislead customers, the majority of who are women, that their products guarantee flawless skin, silky hair and eternal youth. To gain customer’ s attention, Swinson (2011) observes that most cosmetic companies become dishonest and deceptive with no real regulation on misleading information or lies. While pharmaceutical companies are highly regulated and their claims based on objective scientific studies, cosmetic companies always get away without proof or substantiation whatsoever (Bates, 2009).
Developed countries such as Britain, the US and Canada have started banning advertising of makeup products after learning that the products are deceptive to consumers (Zhang, 2011). Moreover, there are numerous studies on customer attitudes and experiences regarding the use of cosmetic products in these countries. In Kuwait, cosmetic business is booming with specialties in health and beauty aids, fragrance, skincare and color cosmetics or makeup (Swinson 2011; Plunkett, 2012).
However, little information exists on the attitudes of consumers in Kuwait towards ethical advertising of makeup products (Taylor et al. , 2003; Bansal, 2008). This study will evaluate consumer’ s attitudes towards ethical advertising and perception of cosmetic products in Kuwait. The rationale of this research is that advertising attempts to communicate the benefits and features of a product, but in reality, many ads make false claims, exaggerated and dishonesty. The findings from this research paper will be useful to regulators and advertisers of color cosmetic products in Kuwait to adhere to ethical norms and principles of advertising. 1.1 Research objectives a) To analyze the effect of ethic advertising on the truthfulness of makeup product ads in Kuwait b) To assess the impact of ethical advertising on the dignity of the human person in the advertising of cosmetics in Kuwait.
Aaker, A. D., Kumar, V. & Day, G. S. (2001). Marketing research. 7th ed., New York: John Wiley and Sons.
Al-Yusuf, A. A. (1994). Attitudes and perceptions about television advertising among women in Saudi Arabia. PhD. Thesis, Florida State University.
Aneja, N. (2014). Ethics in advertisement and impact on women and children. International Journal of Research in Business Management, Vol. 2, No. 6, pp 19-26.
Ashill, N. J. & Yavas, U. (2005). Dimensions of advertising attitudes: Congruence between Turkish and New Zealand consumers. Marketing Intelligence and Planning, 23, (4) pp.340-349.
Ashok, J. & Varun, J.(2012). Marketing Management. Global Publications Pvt. Ltd.
Bansal, S.P. (2008). Marketing Management, 2nd Edition. Kalyani Publishers.
Bates, E. (2009). Women suffer poor self-esteem due to airbrushing in advertising. The Telegraph. November 2, 2009.
Beard, F. K. (2003). College student attitudes toward advertising’s ethical, economic, and social consequences. Journal of Business Ethics, 48, (3) p.217.
Bhuian, S. N., Abdul-Muhmin, A. G. & Kim, D. (2002). The relationship between ethical business practices, government regulations, and consumer right: An examination in Saudi Arabia’ Business. Professional Ethics Journal, 21, (1) p.47.
Chisnall, P. M. (2001). Marketing Research. 6th ed., Chicago: McGraw-Hill.
Danermark, B. (2002). Explaining society: critical realism in the social sciences. London; New York: Routledge.
Divinsky, P. (2008). How is advertising influenced by ethics? CNN. http://edition.cnn.com/2008/BUSINESS/07/08/jwt.answer/.
Durk, M. (2011). Ethical claims in advertising. GRIN Verlag.
Field, A. P. (2005). Discovering statistics using SPSS. 2nd ed., London: Sage.
Gandhi, P. (2007). Business Studies, 2nd edition. Dhanpat Rai & Company.
Kaptan, S.S. (2003). Social dimensions of advertising. Sarup and Sons.
Kelly, I. (2005). Advertising vs marketing: The ethical challenge. Universal Publishers.
Kotler, P. (1999). Marketing Management, 9th ed. Prentice Hall of India Private Ltd.
Plunkett, J. (2012). L’Oreal advert featuring Rachel Weisz banned for being ‘misleading’. The Guardian. February 1, 2012. http://www.theguardian.com/media/2012/feb/01/loreal-advert-rachel-weisz-banned.
Spence, E. & Heekeren, B. (2005). Advertising ethics. Pearson/Prentice Hall.
Swinson, J. (2011). False beauty in advertising and the pressure to look ‘good’. CNN. August 10, 2011.
Tashakkori, A. & Teddlie, C. (2003). Handbook on mixed methods in the behavioral and social sciences. Thousand Oaks, CA: Sage Publications.
Taylor, C. R., Miracle, G. E. & Wilson, R. D. (2007). The impact of information level on the effectiveness of U.S. and Korean television commercials. Journal of Advertising, 16, (1) pp.1-18.
Tyagi, C.L. & Kumar, A. (2004). Advertising Management. Atlantic Publishers and Distributors.
Zhang, M. (2011). Julia Roberts Makeup Ads Banned in UK for Too Much Photoshop. Petapixel.com. July 27, 2011.
Appendix I: Questionnaires
I am a management student at Australian College of Kuwait carrying out a research on honesty in advertisement of makeup products in Kuwait. I am requesting you to participate in filling this questionnaire. I promise that your responses will be kept confidential and used for academic purposes only. Thank you in advance.
1. What is your age bracket?
Less than 19 [ ] 20-30 [ ] 31-40 [ ] 41-50 [ ] Over 51 years [ ]
2. Please indicate your employment status
Corporate employee [ ] Self-employed [ ] Business owner [ ] Housewife [ ] Other [ ]
3. What level of education did you attain?
High school [ ] college [ ] university [ ] post-graduate [ ]
4. Please indicate your marital status
Single [ ] Married [ ] Divorced [ ]
5. What is income bracket do you fall in?
Less than 2500 dinars [ ] 2501-4000 dinars [ ] 4001-5000 dinars [ ] Over 5000 dinars
Kindly tick the most appropriate response on your view of honesty in makeup ads in Kuwait. Strongly Disagree (SD); Disagree (D); Neutral (N); Agree (A); Strongly Agree (SA)
ID# Statements SD D N A SA
1 Makeup ads violates our freedom to choose
2 Means and techniques used are not exploitative and manipulative
3 The makeup ads are tasteless and irritating
4 Makeup ads used are heart-warming, humorous and intellectual
5 Makeup ads use corrupt methods of motivation and persuasion
6 Makeup ads allow women to choose and act rationally
Respect for truthfulness
ID# Statements SD D N A SA
1 The makeup product ads I have seen are not directly intended to deceive
2 The advertising used in untrue/dishonest
3 Makeup ads withhold relevant facts e.g. age of models
4 Makeup ads symbolizes bad practices and exaggeration
5 Most makeup ads are studio stunts made by adjusting lighting and glare
Respect for the dignity of human persons
ID# Statements SD D N A SA
1 Makeup ads compromise our ability to reflect and decide
2 Makeup ads promote greed, envy, vanity and lust
3 Make up ads give special care to the vulnerable and the weak
4 Makeup ads promote tolerance and compassion