Investigating the Influence of Mass Media on Cosmetics Usage among Womenin Kashan during 2015

The use of cosmetics is very common among women in Iran. Given the importance of the use of mass media and theimpact on the consumption of cosmetics, this study attempted to consider the influence of mass media on the use ofcosmetics among women in Kashan. Using a standard designed questionnaire, the data were obtained from 800women. Multi-stage cluster sampling was randomly carried out. The data were analyzed using SPSS statisticalsoftware. The findings showed that 59.9% of the participants believed that satellite programs have the greatestimpact on the use of cosmetics. 33% of the participants who believed that mass media had significant influence inthis regard; they had a constant tendency to use cosmetics. Mass media advertisements encourage women toconsume cosmetics; therefore, introducing the real and appropriate cultural models via advertisements on massmedia may have positive impacts on women to consume cosmetics properly.

Keywords:

Mass Media , Women , Cosmetics , Propaganda