期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：7
页码：626-631
DOI：10.6007/IJARBSS/v10-i7/7478
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Puffery usually been used in beauty product advertisements especially in a cosmetic product as it is a major expenditure for many women. We conducted a content analysis on two beauty magazines in Malaysia that are Female and Cleo. We aim to identify the elements of puffery in the advertising slogans that are used by beauty products company in advertising their products in the magazines. Result shows that Female magazines has 74.5% puffery slogans while Cleo employs 25.5% puffery in the advertising slogans. On top of that, results also shows that the beauty products that employ puffery in the advertising slogans decrease from 2015 to 2018. Based from the results, we conclude that the usage of puffery in advertisements decrease over the years as it is viewed as less effective and exaggerated.
