Content analysis of motivational need appeals in perfume advertisements in Mademoisselle [i.e. Mademoiselle]
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The purpose of this study was to identify the motivational need appeals used in Mademoiselle magazine perfume advertisements to target single, career women. The changes in the use of these motivational need appeals over time were also examined. The results suggested that perfume advertisers use different motivational need appeals when targeting single, career women and these appeals do change over time. The motivational needs were used as measures for the content analysis along with the verbal, visual, and perfume price aspects of the perfume advertisements. An analysis of the data indicated that the need for autonomy significantly increased over time while the needs for exhibition and sex significantly decreased over time. The use of price in perfume advertisements decreased over time.