Cosmetic surgery advertising exposure, attitudes toward the surgery and surgeons, and perceptions of the advertisement features

ABSTRACT

Introduction: Empirical research on cosmetic surgery advertisements is scarce, in spite of their increasing visibility and ensuing ethical controversies. In the current study, the effects of cosmetic surgery advertising on perceived benefits, risks, acceptance of cosmetic surgery and attitudes toward cosmetic surgeons were examined. Additionally, audience perceptions about the information utility of 27 common elements of cosmetic surgery advertisements were inquired.

Method: A web-based cross-sectional survey was conducted with a convenience sample of 343 college students.

Results: Exposure to cosmetic surgery advertisements was positively related to perceived benefits and surgery intention, but not related to perceived risk. Compared with doctors in general, cosmetic surgeons were trusted less, though exposure to cosmetic surgery advertisements improved some perceptions about cosmetic surgeons. Among the 27 elements examined, surgeon's education and training, price, financing options, before-and-after photos of patients, patient testimonials, surgeries/procedures available, risks of surgeries/procedures, hygiene-related practices, medical emergency preparedness, and consultation information were rated as helpful. Rated as not helpful were surgeon's portrait photos, office staff photos, highly attractive model photos, after-only photos of actual patients, and celebrity cosmetic surgery information. There were also differences in the evaluation of the 27 elements based on the level of cosmetic surgery advertising exposure and perceived risk.

Conclusions: The findings justify marketing efforts of cosmetic surgeons. At the same time, the evaluation of cosmetic surgery advertising elements revealed many areas of confusion among consumers and thus warrants further research and education.

KEYWORDS:

• Cosmetic surgery
• health literacy
• cosmetic surgery advertising
• consumer attitude
• physician advertising

Ethical approval

This study was approved by the institutional review board at Bowling Green State University: IRB #850741-2.

Disclosure statement

No potential conflict of interest was reported by the authors

Notes on contributors

Sung-Yeon Park (Ph.D. University of Wisconsin-Madison) is Associate Professor in the School of Community Health Sciences at the University of Nevada, Reno. Her research interest includes health care service advertising and public relations, media effects on body image, and health media literacy.

Sasha Allgayer is a Doctoral Student in the School of Media and Communication at Bowling Green State University. His research interest includes global media, social media, gender studies, development and sports communication.

Additional information

Funding

The authors did not receive funding for this study.