Creative Communication Strategies in Cosmetic Surgery Websites : An Application of Taylor’s Six-Segment Message Strategy Wheel

Ho-Young (Anthony) Ahn, University of Tennessee
Ron Taylor, University of Tennessee

Abstract

While increased demand for cosmetic surgery for both females and males has been reported, relatively few studies have dealt with the communication styles of cosmetic surgery websites with potential customers for cosmetic surgery. This study examined overall communication strategy (transmission vs. ritual) and message strategy (ego, social, sensory, ration, etc) of cosmetic websites in relation to gender using Taylor’s six-segment message strategy wheel as a theoretical framework. A content analysis of 100 cosmetic surgery websites revealed that the websites predominantly based their message strategies on transmission and ration oriented appeals. While females were targeted dominantly, websites oriented toward both genders tended to adopt either transmission strategy or transmission and ritual view. Implications for cosmetic surgery web-marketers were discussed.

This paper has been withdrawn.
 
Feb 25th, 2:10 PM Feb 25th, 3:30 AM

Creative Communication Strategies in Cosmetic Surgery Websites : An Application of Taylor’s Six-Segment Message Strategy Wheel

CCI Auditorium, 321 Communications Building

While increased demand for cosmetic surgery for both females and males has been reported, relatively few studies have dealt with the communication styles of cosmetic surgery websites with potential customers for cosmetic surgery. This study examined overall communication strategy (transmission vs. ritual) and message strategy (ego, social, sensory, ration, etc) of cosmetic websites in relation to gender using Taylor’s six-segment message strategy wheel as a theoretical framework. A content analysis of 100 cosmetic surgery websites revealed that the websites predominantly based their message strategies on transmission and ration oriented appeals. While females were targeted dominantly, websites oriented toward both genders tended to adopt either transmission strategy or transmission and ritual view. Implications for cosmetic surgery web-marketers were discussed.