The Information Content of Women's Magazine Advertising in the UK

Describes the differences between informative and non‐informative product advertisements. Uses a sample of 242 advertisements from the October 1981 issues of the UK's highest circulation women's magazines – Women, Woman's Weekly, Woman's Own and Woman's Realm – to analyse the content of advertisements. Concludes inter alia that: Advertisements of less than half a page contained the highest proportion of information “cues.”; The least informative ads were for personal care. The highest proportion of “cues” were found in ads for products in the furniture, furnishings and appliances sectors.