Tilburg School of Social and Behavioral Sciences, Tilburg University, Warandelaan 2, 5037 AB, Tilburg, The Netherlands.
Erasmus University Rotterdam, Burgemeester Oudlaan 50, 3062 PA, Rotterdam, The Netherlands.
Aesthetic Plast Surg. 2023 Oct;47(5):2179-2189. doi: 10.1007/s00266-023-03420-0. Epub 2023 Jun 19.
Cosmetic clinics use social media to inform and market to prospective patients. Evidence from social media posts by the UK and Dutch cosmetic clinics illustrates the precarious balance between professionalism and commercialism, and raises important questions for the regulation of these marketing communication efforts.
A random selection of Instagram posts by Dutch and the UK clinics which offer (non-) invasive cosmetic procedures were selected for a qualitative content analysis. The corpus of data comprised 395 posts by six Dutch and four UK clinics, published between January 2018 and July 2019. The method of analysis was inspired by previous qualitative studies into the marketing of cosmetic procedures and can be described as a (discursive) thematic analysis.
The tension between the medical-professional and commercial nature of cosmetic procedures was evident in the Instagram posts by Dutch and UK clinics. Despite calls for 'ethical' marketing on social media, this study illustrates that marketing materials are not always in line with current advertising guidelines. Whereas advertising standards authorities have warned against the trivialization of cosmetic procedures, posts by clinics backgrounded the medical nature of procedures in favor of more commercial advertising appeals. Furthermore, the posts demonstrated little diversity in terms of models' gender, ethnicity and body type, which reinforces narrow contemporary beauty ideals.
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美容诊所利用社交媒体向潜在患者提供信息和推销。来自英国和荷兰美容诊所的社交媒体帖子证据表明，专业性和商业化之间存在着不稳定的平衡，并对这些营销传播工作的监管提出了重要问题。
随机选择了六家荷兰和四家英国提供（非）侵入性美容手术的诊所的 Instagram 帖子进行定性内容分析。数据语料库由六家荷兰和四家英国诊所于 2018 年 1 月至 2019 年 7 月期间发布的 395 篇帖子组成。分析方法受到之前关于美容手术营销的定性研究的启发，可以描述为（话语）主题分析。
荷兰和英国诊所的 Instagram 帖子中明显存在美容手术的医疗专业性和商业性质之间的紧张关系。尽管有人呼吁在社交媒体上进行“道德”营销，但本研究表明，营销材料并不总是符合当前的广告准则。虽然广告标准管理局警告不要将美容手术淡化，但诊所的帖子将手术的医疗性质置于次要地位，转而采用更商业化的广告诉求。此外，这些帖子在模特的性别、种族和体型方面几乎没有多样性，这强化了当代狭隘的审美理想。
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