engleski

The utilisation, context and features of smile in advertising

AIM: To explore the utilisation, context and features of the smile aesthetics in the newspaper advertisement, regarding the target audience. MATERIALS AND METHOD: Three examiners analysed 600 advertisements from 46 magazines of various genres and publication periods by the use of the conveniently made framing analysis form. The form consisted of 20 items, regarding presence of the people, the smile characteristics, the context of smile use, target audience, impression of success and health in both humans and advertisement. The χ2 test and analysis of variance were used in statistical analysis. RESULTS: Smile and its elements were often used in advertising (77.6% of the commercials with people present), as they connected the product or service with positive context and success (p<0.001). The advertisements with smile present were rated as more successful than those with no smile, and no people (p<0.001). Spontaneous smile was related to more successful advertisements, when compared to social smile (p<0.001). Elements of smile aesthetics (teeth and gingival visibility and exposure ; presence and extent of buccal corridors) were not related to advertisement’s success. CONCLUSIONS: Smile is often used in newspapers advertisements ; spontaneous smile contributes to the overall feeling of success and positive emotions more than the social smile. It positively influences marketing communication, although the parameters of mini smile aesthetics have not as much influence on the success of an advertisement.

smile esthetics ; advertising strategies ; framing analysis

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