Advertising endorsers and their endorsements in selected candy magazines

Abstract

The study analyzed the advertising endorsements in selected Candy Magazines. The researcher identified, critiqued and presented the print advertisements found on the September-November 2007 issues of Candy Magazine. Also, the researcher identified the classification of endorsers based on different age groups and the product categories they endorse. A content analysis was employed in treating the data samples in this study. The researcher looked and based the identification of the said advertisements by analyzing the print advertisements of the products endorsed by the different age groups of women. A simple frequency count and percentage computations were employed in finding the results. As a result, majority of the age group is the young adults category with 50%. Among the product classifications, majority was the clothing/apparel/accessories category with 43.33%. The endorsements of women depicts the actual impact of advertising by women in reality especially in fashion and consumerism.