Honesty in Advertising Makeup Products in Kuwait - Research Proposal Example

Honesty in advertising makeup products in Kuwait Name: Tutor: Course: Date: Table of contents 1.0 Introduction 3 1.1 Research objectives 3 1.2 Research hypotheses 4 1.3 Definition of terms 4 1.4 Summary 4 2.0 Literature review 5 2.1 Summary 6 3.0 Research methodology 8 3.1 Research design 8 3.2 Data collection plans 8 3.3 Ethical considerations 8 3.4 Data analysis 9 4.0 Implications and limitations of the study 9 References 10 1.0 Introduction 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, 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, 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 use of cosmetic products in these countries. In Kuwait, cosmetic business is booming with specialties in health and beauty aids, fragrance, skin care and color cosmetics or make up (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 attitude 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 1. To analyze the ethics of advertising of color cosmetics in Kuwait 2. To assess the impact of advertising color cosmetics on women in Kuwait 1.2 Research hypotheses 1. Advertisers of makeup products do not adhere to ethical norms and principles 2. Advertising of makeup products has negative impact on women 1.3 Definition of terms Advertising: Communicating information through the media for consumers to choose and compare different products Consumer attitudes: The feelings or perceptions of consumers towards certain products Ethics: Set of moral principles that govern behavior of a person while performing or conducting certain activities Ethical ads: Are advertisements that do not lay false claims, portray lies or limit decency Makeup: Color cosmetic products that are industrially generated for external use on human skin to enhance its look and appeal Regulations: Decrees from authorities to industry players to adhere to legal points, decency, truth and ethical norms 1.4 Summary Ethical advertising is an area of concern to regulators and consumers who find out that some advertisers are making false claims on performance of cosmetic products. Although tough measures have been instituted in many developed countries, Kuwait and other countries in the Middle East are yet to understand the impact of ethical advertising. Women being the major consumers of color cosmetic products often realize that the products running in fashion ads or magazines do not provide the same experiences. This study makes an attempt to assess the attitudes of consumers towards ethical advertising of makeup products or color cosmetics in Kuwait. 2.0 Literature review The aim of this study is to assess the impact of ethical advertising on makeup products in Kuwait. Ethical consideration on advertising of makeup products is critical because it not only blocks negative ads but also deceptive communication to unsuspecting customers. Confidence in a particular advertising and its medium are destroyed in dishonesty advertising (Danermark, 2012). Performance and function of a range of cosmetics products are under intense debate in the UK and US. In early 2012, L’Oreal magazine was criticized for carrying dishonest images of anti-wrinkle cream intended to rip off consumers (Plunkett, 2012). In reality, the ads were re-touched and run through post-production enhancements so as to present the cosmetic products in positive light. Although an ad does not exaggerate the effect attained from using the product, Ashok and Varun (2012) argue that use of post-production techniques is misrepresenting the need to advertise the product. Design of good ads should be hinged on standards, morality and ethics as well as public involvement. According to Gandhi (2007) advertisers or businesses spend huge sums of money on messages intended to persuade consumers to like a brand or develop a positive attitude. The general principles of advertisements are; truth, positivity, optimistic outlook and fair means and techniques of advertising (Bhuian, 2002). However, the moral principles of advertising involve respect of truth, dignity of human persons and social responsibilities (Aaker et al., 2001). Ads are necessary for commercial success, and making impressive and attractive are an added advantage to ads companies and product manufacturers. The outcome of social communication through media can be either to arouse conflict and deception or to promote understanding of information (Taylor et al., 2007). The effect of ads is to create awareness and relay information (Beard, 2005). First, ads create awareness through repeated ads where the target group such as women can recall or become familiar when intending to make a purchase. On the other hand, informing or educating target consumers over a new brand is placing the brand of the advertiser relative to the identity of consumers (Ashill & Yavas, 2005). Television commercials and magazines are awash with pictures of products that are intended to achieve certain favorable effects on users. On the contrary, some of the products have led to serious psychological blows among users owing to pervasive and subtle effects of advertising (Al-Yusuf, 1994). The common throw back effects in women are excessive thinness, ageing and free-fantasies. To start with, ads and commercials showing excessively thin women based on weight-loss products is a precursor of serious bodily malfunctions. Secondly, ads of products aimed at making women look younger and beautiful when in reality they are ageing. Finally, damaging habits and low self-esteem arise when the intended use of facial and body products such as creams, gels and cosmetic sponges do not bring the desired effect (Beard, 2005; Bhuian, 2002). Dishonesty in advertising makeup products resonates with the above review because some ads use plenty of light to bring about the desired effect on the skin (Chisnall, 2001). Moreover, fantasies created by consumers while watching ads on billboards, television and magazines have the false impression that by using the advertised products will make them appear young, flawless and beautiful (Plunkett, 2012). While companies continue ripping from consumers, serious challenges emerge in legislations and regulations that govern ethical advertising especially to women and children (Swinson, 2011). This shows that ads of color cosmetics or makeup should be highly regulated and controlled from their excessive and unethical practices. The media as a mode of social communication should pass messages of compassion, tolerance, health, patriotism and faith without loss of entertainment and taste. Honest communications in ads and implementation of relevant facts enhances human morality and dignity. 2.1 Summary The review of literature above has shown that ethics in advertising has been received a lot of attention from legislators and other media. Ads exaggerate or deceive the real performance of products because companies are more interested in making profit. However, there are negative consequences of negative advertising, especially to women, on products that have no scientific proof. While creating awareness and relaying information on product features, ads can mislead and subject viewers to unfounded fantasies. This study seeks to understand whether makeup product ads have impact on women and ethical principles. This review shows that honesty, integrity and truth are guiding values in advertising. Therefore, understanding ethical norms such as honesty and truthfulness in advertising is paramount. 3.0 Research methodology 3.1 Research design This study will be based on qualitative and quantitative research techniques. While qualitative techniques attempt to gather opinions and thoughts of respondents, quantitative techniques describe respondents and data as they appear (Tashakkori & Teddlie, 2003). A survey will be used to gather data from respondents in Kuwait City. Surveys are suitable because they are cheap, easier to administer and convenient for diverse collection of respondents. Questionnaires and interview schedules will be prepared and administered to women and ad companies respectively. A total of 50 questionnaires will be administered randomly to women in Kuwait City while 5 managers of five ad companies specializing with women products will be interviewed. 3.2 Data collection plans The independent variable is ethical advertising while the dependent variable is women. This means that the study will assess the impact that ethical advertising will have on makeup products used by women in Kuwait. Reliability of the instrument will be determined by conducting a pilot study on female students at the university (Tashakkori & Teddlie, 2003). On the other hand, content validity will be obtained by discussing the questions in the questionnaire and interview schedule with the supervisor. The responses from the pilot studies will establish whether changes have to be made on the instrument or not. 3.3 Ethical considerations The source and use of data will be kept for academic purposes only and will not be shared with competing ad companies or regulators (Field, 2005). The results of this study will be accessible to authorized persons only. Respondents will be requested to participate in the data collection and thanked for their willingness to provide information. 3.4 Data analysis Descriptive statistics such as measures of central tendency (mean), dispersion (variance and standard deviation) and distribution (skewness and kurtosis) will be used. In addition, Pearson moment correlation and chi-square will also be used to establish the strength and direction of relationships and to confirm the study hypothesis respectively. 4.0 Implications and limitations of the study This study will be useful to regulators and legislators in understanding the need to uphold values and norms in advertising to certain groups such as women and children. This study will be limited by the sample size which will likely create sampling errors. Also, the views of men are not sought of which it would have brought a unique perspective in the study. Finally, the study may not be generalized to other regions because of the difference in culture and attitudes among respondents. References 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. 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. Field, A. P. (2005). Discovering statistics using SPSS. 2nd ed., London: Sage. Gandhi, P. (2007). Business Studies, 2nd edition. Dhanpat Rai & Company. 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. 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. Zhang, M. (2011). Julia Roberts Makeup Ads Banned in UK for Too Much Photoshop. Petapixel.com. July 27, 2011. Read More