Tidsskr Nor Laegeforen. 2021 May 20;141(8). doi: 10.4045/tidsskr.20.0766. Print 2021 May 25.
Marketing cosmetic surgery is an under-researched topic in a Norwegian context, even though problematic aspects of such marketing have been pointed out in several contexts. This study draws attention to how providers of cosmetic surgery market their services, whom they target and how they do so.
Critical discourse analysis was used as a framework for a qualitative study of the marketing activity of 36 private clinics. The data material was collected from the Internet and newspapers, and consists of text, still photos and video clips.
The article identifies the following marketing strategies: The providers refer to customers as patients, normalise cosmetic surgery, draw attention to physical flaws, play on femininity and sensuality, define natural appearance, promise a better self-image and quality of life, and offer package solutions and financing schemes. The underlying messages and patterns that emerge from the identified strategies are interpreted within theories on body and gender, nature and culture.
在挪威语境下，对美容手术的营销是一个研究不足的话题，尽管在多个背景下已经指出了这种营销的问题。本研究关注的是美容手术提供商如何营销他们的服务、针对谁以及如何营销。
批判性话语分析被用作对 36 家私人诊所营销活动的定性研究框架。数据材料是从互联网和报纸上收集的，包括文字、静态照片和视频片段。
文章确定了以下营销策略：提供商将客户称为患者，将美容手术正常化，引起对身体缺陷的关注，利用女性气质和性感，定义自然外观，承诺更好的自我形象和生活质量，并提供套餐解决方案和融资计划。从确定的策略中出现的潜在信息和模式，在关于身体和性别、自然和文化的理论框架内进行了阐释。
