Abstract:
This paper identifies some advertising tactics of skin care product marketers by examining
ads in certain issues of popular Australian women's magazines published in 2003. It
extends the work of Hingorani (2002) by revealing additional tactics that include among
others the use of particular words or attributes in ad claims and the use of certain types of
presenters of claims. These tactics provided a basis for identifying factors that could affect
consumer perception of credibility of skincare product claims. This exploratory research
provides background for future empirical study on this topic.
