Abstract
ABSTRACT The information content of advertising in Turkish magazines, based on the 14-item scale developed by Resnik and Stern, is examined in the study. The database of the study is the 1,743 advertisements from sixteen consumer magazines published in Turkey between the years 1996–2004. The results show that 92.0% of the advertisements are informative in terms of providing one cue or more, and the average cue per advertisement is 2.24. Availability, characteristics or contents, benefits or performance, variety and quality are the most frequently used cues. Significant differences were observed between product categories and magazines in terms of degree of informativeness. A great majority of the products related to consumers' health were found to contain less information than other product categories and information on safety and guarantees or warranties, which have higher information value in the area of consumer protection, received very low emphasis.
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