Changes in Advertising Strategies During an Economic Crisis: An Application of Taylor's Six-Segment Message Strategy Wheel

Communication Strategies in Cosmetic Surgery Websites: An Application of Taylor's Six-Segment Message Strategy Wheel

“…Cosmetic surgery reality television shows such as the Swans, Extreme Makeover, and Dr. 90210 usually compare protagonists' lives before and after the surgical transformations, from the misery of not being beautiful to the sparkling life of beauty. Lee et al (2011) suggested a causal relation between cosmetic surgery reality television shows and the desire for cosmetic enhancements.…”

“…Results of a content analysis of 55 national commercials and 40 advertiser websites showed that TV commercials were more likely to adopt transformational strategies than websites, and message strategies were more stable across media than creative strategies. A more recent study (Lee et al, 2011) applied Taylor's model to finance service related print advertisements from 2005 to 2009 with respect to the changing economic conditions. Findings showed a change in message strategy from the transformational approach to a more informational approach as U.S. economic condition became progressively worse.…”

“…Several studies have examined varied cosmetic-surgery issues: Consumers' motivations to pursue cosmetic surgery (e.g., Sarwer, Wadden, Pertschuk, & Whitaker, 1998;Voelker & Pentina, 2011, Frederick, Lever, & Peplau, 2007Von Soest, Kvalen, Skolleborg, & Roald, 2006), psychological factors to explain motivations for considering cosmetic surgery among both sexes (e.g., Sarwer et al, 1998), media impacts (Cho, 2007;Davis, 1995;Lee, Chung, & Taylor, 2011;Woodstock, 2001), advertising ethics on plastic surgeons' websites (Yu, Baek, Jeong, & Ju, 2009), and the content of cosmetic surgery magazine advertisements (Hennink-Kaminski, Reid, & King, 2010). However, under the increased demand for cosmetic surgery for both females and males, the growing rate of intensive marketing communication competition among cosmetic surgeons (Sullivan, 2001;Sarwer, 2001) and their usage of one of the most popular advertising tools, the Internet (Meyers, 2001), relatively few studies have dealt with the communication styles of cosmetic surgery websites.…”

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“…Because of spending pattern changes during different phases of the business cycle, promotional strategies cannot remain unaffected by this phenomenon. Lee, Taylor, and Chung (2011) highlighted that the economic crisis has lead to the use of more rational and functional features in promotional strategies. The goal of promotional strategies should be, of course, to turn the income/tourism demand relationship to the favour of tourism suppliers and destinations.…”

Message Strategy and Information Content of Advertising in Women’s Magazines in Poland

“…Within the communication strategy, advertisers decide "what to say," "how to say it," "where to say it," and "to whom to say it." Hence, communication strategy refers to a company's approach to communication style used to offer the products and services best suited to the target group of consumers in the wider market context (Lee, Taylor, and Chung, 2011).…”