An Analysis of Cosmetic Advertisements on Instagram
Öz
New media tools are increasingly infiltrating our lives every day. Instagram is a social media platform with
hundreds of millions of users worldwide. Users engage with Instagram throughout the day. This study
analyzes cosmetic advertisements on Instagram over one year (2023). The main purpose of the study is to
determine how advertisements of cosmetic companies operating in Turkey are designed, what elements are
used, and how the human body is portrayed in these advertisements on Instagram. The sample of the study
consists of cosmetic companies advertising Hair Care and Skin Care products between January and
December 2023, within the scope of “purposeful sampling.” The posts shared by 26 selected companies
over the course of one year were examined. A total of 937 different advertisements were identified over the
12-month period. The research method is content analysis, and the collected data were analyzed using the
SPSS 22 program. The study found that advertisements in the cosmetics sector were most prevalent in
January (10.8%) compared to other months. A significant relationship was found between the type of
product (Hair Product, Skin Product) and the content information of the products. While content
information is less prevalent in hair care products, it is more frequently encountered in skin care products.
A significant relationship was also found between product categories and the location of the advertisement.
Hair care products are more often featured in indoor-studio settings, while skin care products are more
commonly shown in outdoor settings. Additionally, a significant difference was found between product
categories and the month in which the advertisement was shared. During the winter months, advertisements
for hair care products appear on Instagram, while in the summer months, advertisements for skin care
products are more common. No significant result was found between the product category and the use of
side products or numbers in the advertisement. The content and format of the advertisements vary according
to the product category.
Anahtar Kelimeler
Instagram, Cosmetics, Advertisement, Human Body, Hair Products, Skin Products.
Kaynakça
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