In the Chinese cosmetic surgery marketplace, advertisements are used to promote unrealistic beauty standards. The popularization of a variety of social media platforms has made it possible for such advertisements to proliferate more quickly. Rarely do these messages address potential risks and complications associated with cosmetic surgery. This practice makes it challenging for consumers in general and for adolescents in particular, to examine the range of variables that should be considered before scheduling, often irreversible, cosmetic surgery procedures. This pilot study examined patterns of covert advertising on So-Young International Inc.’s WeChat posts. Guided by the heuristic-systematic model, social comparison theory and objectification theory, a latent content analysis was conducted and four elements were determined as reoccurring components among the posts. A random sample of 267 articles were then selected from 60 days during the period from 2015 to 2019, to test the present elements in relationship to readers’ engagement level. Findings revealed that readers engaged more with posts that featured fewer elements. Additionally, those who followed So-Young’s official WeChat account more often clicked “like” or “wow” when there was an entertainment appeal. The results also provide insights regarding how adolescents may be targeted through covert advertisements.
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