The Information Content of Women's Magazine Advertising in the UK

Abstract

Describes the differences between informative and non‐informative product advertisements. Uses a sample of 242 advertisements from the October 1981 issues of the UK's highest circulation women's magazines – Women, Woman's Weekly, Woman's Own and Woman's Realm – to analyse the content of advertisements. Concludes inter alia that: Advertisements of less than half a page contained the highest proportion of information “cues.”; The least informative ads were for personal care. The highest proportion of “cues” were found in ads for products in the furniture, furnishings and appliances sectors.

Citation

Taylor, D.B. (1983), "The Information Content of Women's Magazine Advertising in the UK", European Journal of Marketing, Vol. 17 No. 5, pp. 28-32. https://doi.org/10.1108/EUM0000000004831