Dissertations / Theses on the topic 'Advertisement of cosmetic'
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Huliyeva, D. O. "Verbal means of emotional and rational motivation in gender specific advertising." Thesis, ФОП Лисенко І. Б, 2012. http://repository.kpi.kharkov.ua/handle/KhPI-Press/47972.
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Vajdík, Marek. "Marketingová strategie firmy Adonis." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81908.
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Final thesis analyzes the marketing strategy of the company Adonis operating for more then 20 years on the market with beauty products. The content of the first chapter presents basic information of activities regarding examined company. The second chapter is based on theoretical level looking into strategic management. Following chapter handles external situation analysis -- analysis of macro-environment (PEST) and microenvironment. The result of internal identification is shown in SWOT analysis, which brings up the strong and also weak parts of company and shows the possibilities and threats arising from the market. The most comprehensive chapter is analysis of each tool of marketing mix. Outlined trends show aspects that could significantly affect future decisions of cosmetic companies or even in present. The final chapter provides a partial improvement of individual instruments. The closure includes evaluation of existing strategy with specific improvements.
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Mak, On Tat. "Discourse analysis on an online advertisement on skincare." HKBU Institutional Repository, 2003. http://repository.hkbu.edu.hk/etd_ra/485.
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Natividad, Beverly Romero. "Rendering whiteness visible in the Filipino culture through skin-whitening cosmetic advertisements." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2974.
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Žulytė, Renata. "The usage of deixis in print advertisements related to cosmetics." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140717_083711-17553.
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Advertising is a type of communication between the consumer and the creator of the particular advertisement. In order to allure the potential customer advertising companies use a wide spectrum of manipulative language devices, in particular deixis. The fundamental concept of deixis is associated with the interaction, as the primary function of deictic expressions is to “point to” things. Besides, it helps to determine who is communicating with whom. It creates a connection between the sender and the receiver of the message.Reklama yra vienas iš bendravimo tipų tarp vartotojo ir jos kūrėjo. Siekiant privilioti potencialius pirkėjus, reklamos kūrimo bendrovės naudoja daug manipuliacinės kalbos įrankių, ypatingai deiksę. Pagrindinė deiksės sąvoka yra susijusi su sąveika, nes pagrindinė deiksės išraiškos funkcija yra „pažymėti/nurodyti“. Be to, tai padeda nustatyti kas bendrauja su kuo. Deiksė sukuria ryšį tarp pranešimo siuntėjo ir gavėjo.
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Feng, Wei. "Male Cosmetics Advertisements in Chinese and U.S. Men’s Lifestyle Magazines." Ohio University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1218147038.
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Pu, Yu-Rong. "Comparisons of cosmetic advertisements strategies for cultural adaptations in women's magazines in taiwan /." [Gainesville, Fla.] : University of Florida, 2003. http://purl.fcla.edu/fcla/etd/UFE0000887.
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Feng, Wei. "Male cosmetics advertisements in Chinese and U. S. men's lifestyle magazines." Ohio : Ohio University, 2008. http://www.ohiolink.edu/etd/view.cgi?ohiou1218147038.
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Tuna, Sandra de Jesus Mendes Gonçalves. "Advertising in translation : the translation of cosmetics and perfume advertisements into Portuguese." Thesis, University of Warwick, 2004. http://wrap.warwick.ac.uk/1225/.
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Cross-cultural communication has acquired particular significance in contemporary societies, where the world-wide traffic of people, goods and ideas, which has impacted upon social and cultural values, raises debates over globalisation issues. Translation plays a crucial role in these interchanges, by mediating the socio-cultural contacts between different language communities. The present study aims to look into the translation of advertisements that cross borders, and that are part of the cross-cultural flow. It will attempt to describe and discuss the translation strategies employed in the translation of perfume and cosmetics print advertisements in to Portuguese.F or this purpose, a selection of English and Portuguese advertisements of the major brands of these products has been made, so as to (a) outline the main translation approaches adopted in the translation into Portuguese, (b) compare them to the major approaches adopted in English advertisements of the same type, (c) discuss major issues in translation studies raised by the specificity of international advertising, and (d) infer some of the (cultural) factors conditioning these options. This analysis will consider the different constitutive dimensions of these multimodal messages, namely pictorial and verbal elements, the combination of which is believed to influence the translational approaches and processes. This study also seeks to demonstrate that discursive features and translation strategies a re-connected with the societies they are part of and hence both affect and reflect the existing cultural conditions and power relations. This view of discursive practices, particularly translation, as part of the wide cultural system, has required an approach that draws on different disciplines, namely discourse and serniotic analysis, media studies in advertising and international marketing, as well as studies in translation.
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Itkin, Alexa King. "An Analysis of Magazine Advertising Language and the Portrayals of Aging in Cosmetics Advertisements." Thesis, The University of Arizona, 2010. http://hdl.handle.net/10150/156893.
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The following research examines how aging is portrayed in advertising targeting different age groups of women, by analyzing the specific language in beauty product advertisements. These advertisements were selected from three different magazines, each targeted toward a specific age group of women (median ages readership for each magazine: 30.3, 46, and 55 years old) The language in the beauty product advertisements was analyzed by looking at five unique factors. The five elements that determine how strongly the advertisement portrays aging are: implicitness, explicitness, implication of correcting/erasing, and the use of scientific explanation. The analysis of the magazine advertisements also includes an overall prominence of age-related language score, a score determining the level of creative marketing used in the advertisement, and a score determining whether an age-related image was present in the advertisement. The focus of this study is to identify how beauty product advertisements convey aging in a negative way, particularly to adult women. This research looks at how mass media portrays aging negatively, the effects of these portrayals, and society's negative attitudes toward aging and older adults.
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Mawhood, Rhonda. "Images of feminine beauty in advertisements for beauty products, English Canada, 1901-1941." Thesis, McGill University, 1991. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=60562.
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This thesis is a study of magazine advertisements for beauty products in Canada between 1901 and 1941. It looks at the use of cosmetics and the growth of advertising in the context of the development of North American consumer culture, highlighting the role of gender in that culture. The period studied is divided in two by the mid-1920s to reflect changes in advertisers' views of consumers--from rational decision-makers to irrational creatures driven by their emotions--and in ideals of feminine beauty, as the use of cosmetics became an essential part of the ideal perpetuated by advertising. The thesis attempts to show the link between business history and cultural history by demonstrating how marketing professionals co-opted cultural trends in order to create effective advertising, and how traditional relationships and values were modified by the purchase and use of mass-marketed goods.
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SÃ, Jammara Oliveira Vasconcelos de. "ArgumentaÃÃo e processo referencial anafÃrico no anÃncio publicitÃrio de cosmÃtico." Universidade Federal do CearÃ, 2014. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=12002.
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CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel SuperiorEsta pesquisa tem como objetivo discutir como as tÃcnicas argumentativas e as funÃÃes discursivas do processo referencial anafÃrico atuam na conduÃÃo argumentativa do gÃnero anÃncio publicitÃrio de cosmÃtico. Para isso, nos valemos do mÃtodo qualitativo e analisamos 30 textos de anÃncios publicitÃrios de cosmÃticos, coletados dos sites das marcas Natura (www.natura.net/), Avon (http://www.avon.com.br), Ãgua de cheiro (http://www.aguadecheiro.com.br) e BoticÃrio (http://internet.boticario.com.br). Nesta pesquisa, assumimos como arcabouÃo teÃrico os pressupostos defendidos pela Nova RetÃrica (PERELMAN; TYTECA, 2005) e pela ReferenciaÃÃo (MONDADA, L.; DUBOIS, 2003; KOCH, 2004; CIULLA E SILVA, 2008 e CAVALCANTE, 2006, 2011) para a anÃlise dos fenÃmenos mencionados que compÃem nossa amostra. Nosso estudo revela que os argumentos pela identificaÃÃo, definiÃÃo, analiticidade, divisÃo, probabilidades, pragmÃtico, autoridade, ilustraÃÃo, exemplo, a metÃfora e o argumento pela dissociaÃÃo das noÃÃes, tÃcnicas da Nova RetÃrica, ocupam posiÃÃo de destaque na tessitura do gÃnero anÃncio publicitÃrio de cosmÃtico. No que concerne à anÃlise das funÃÃes discursivas do processo referencial anafÃrico, nosso trabalho mostra que o grupo das seis funÃÃes: organizaÃÃo de partes do texto, metadiscursividade, marcaÃÃo de heterogeneidade discursiva, ativaÃÃo da memÃria, introduÃÃo de informaÃÃes novas e efeitos estÃtico-estilÃsticos se mostram bastante produtivas, demonstrando, nesse caso, o quanto os anÃncios de cosmÃticos representam um terreno fÃrtil para o estudo dos processos referenciais e suas funÃÃes discursivas. Assim, os recursos textual-discursivos sÃo usados pelos anunciantes para representar o universo feminino, tencionando convencer as consumidoras das vantagens dos cosmÃticos anunciados e estimulÃ-las a comprar os cosmÃticos para atender aos padrÃes femininos estabelecidos pela sociedade pÃs-moderna. (248 palavras)
This research aims to discuss how the argumentative techniques and the discursive functions found in the processing of anaphoric reference act in the conduct for argumentation in the genre of cosmetic advertisement. For that purpose, we have used the qualitative research method and analyzed 30 cosmetics advertisement texts collected from the following brand namesâ websites: Natura (www.natura.net/), Avon (http://www.avon.com.br), Ãgua de cheiro (http://www.aguadecheiro.com.br) and BoticÃrio (http://internet.boticario.com.br). In this research we have assumed the theoretical framework defended by The New Rethoric (PERELMAN; TYTECA, 2005) and by Referentation (MONDADA, L.; DUBOIS, 2003; KOCH, 2004; CIULLA E SILVA, 2008 and CAVALCANTE, 2006, 2011) in order to analyze the phenomena in our sample. Our study reveals that the arguments made through identification, definition, analyticity, division, probability, pragmatism, authority, illustration, example, metaphor and the argument through dissociation of concepts, which are techniques found in The New Rethoric, play an important part in the texture of the cosmetic advertisement genre. Regarding the analysis of the discursive functions found in the processing of anaphoric reference, our study shows that the group of six functions: organization of parts of the text, metadiscourse, discursive heterogeneity, memory activation, introduction of new information and aesthetics/ stylistics effects have shown to be very productive, thus indicating that cosmetics advertisements have proved fertile ground for the study of referential processes and their discursive functions. Therefore the discursive and textual resources are used by the advertisers as a way to represent the feminine universe aiming to convince the female consumers of the advantages of the advertised cosmetics and motivate them to buy such cosmetics as a way to live up to the feminine standards established by post-modern society. (274 words)
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Huang, Kuo-Hua, and 黃國華. "Type of illegal advertisement on medicament and cosmetic research and analysis in Taiwan." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/456hq9.
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碩士大仁科技大學
製藥科技研究所
105
In recent years, illegal medicaments and cosmetics advertisement problems endless. All kinds of media are full of such as skin beauty, weight loss, breast, erection and other types of claimed medical efficacy of the illegal medicaments. Cosmetics and medicaments advertisement the biggest difference, cosmetics can’t claim to have "medical efficacy". Medicaments and cosmetics are related to consumer health, unlike general products, by health authorities to carry out pre-examination and monitoring interdiction of advertising work. However, the problem of illegal advertisements seems to be increasing, and in a variety of media exposure. In this study, the " food medicaments and cosmetics of illegal advertisement operation management system " was used to capture the data from 102 to 105 years. According to the product category and annual export file, the analysis category was established and descriptive statistical analysis was carried out with SPSS Statistics 24 statistical software. This study has eight points found: Internet sales of medicaments and cosmetics advertisements violation rate is high. People report illegal advertisements, no protection and reward regulations. Health authorities cooperation with investigation and sanction,east, outlying islands, southern health authorities responsible for investigation,six municipal competent health authorities responsible for sanction. Most of the administrative sanctions are the advertising enterprises, recidivist enterprises are increased administrative sanctions. Claims a high rate of violation of the "skin beauty" advertisement. Most of violation of drug and medical device advertisements are" persons other than pharmaceutical dealers make advertisements for medicaments". Most of violation of cosmetic advertisements are" false or exaggerated advertisement and claimed medical efficacy ". Finally, drug and medical device to " the advertisements there of shall be not published in academic medical journals " illegal advertisement is very low. The study proposed seven major suggestions: "product briefing session of gather people" will be listed as a key investigation. Strengthen the people to report the case, establish a sound protection and reward regulations. In addition to strengthening the performance of health authorities, should try to reduce the violation rate.Violation of recidivist enterprises and high violation of products to be monitored. Modify the "illegal advertising information system" function to be in need of statistical analysis. In addition to Statute for Control of Cosmetic Hygiene proposed amendments: Set out the report and reward regulations. Regulations raise fines.The mass communication media maintains the data of the advertising enterprises.And regularly review the "have to claimed the phrases and inappropriate claimed the phrases " identify the table.To develop new medical device regulation, The abolition of the advertisements provisions of Article 67 of the old Pharmaceutical Affairs Act only in the academic medical publications. The results of this research, to understand type of illegal advertisement on medicament and cosmetic in Taiwan, and proposed future regulations and planning for the implementation of the reference. Keywords: medicament advertisement, cosmetics advertisement, illegal medicament, medical efficacy
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WU, WEN-CHEN, and 巫玟臻. "A Cross-Cultural Content Analysis of Online Cosmetic Video Advertisement in France and Taiwan." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/6zmx82.
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碩士靜宜大學
寰宇管理碩士學位學程
106
This research addresses the topic of cross-cultural differences in cosmetic video advertisements in France and Taiwan between 2016 and 2018. Content analysis is used as the research method to uncover the structure and strategies of the 50 cosmetic video advertisements from the local cosmetic brands of these two selected countries and advertising appeals is applied as the theoretical framework to process the content analysis. This study will identify the advertising appeals that are frequently used in the cosmetic video advertisements released by the local brands of France and Taiwan. In addition, it compares the relationship between advertising appeals and Hofstede’s cultural dimensions. The result of the content analysis reveals that advertisements released in France presents plain appeal, while advertisements in Taiwan present more ornamental and distinctive appeal in the advertisements. Findings describe that the use of advertising appeals is associated with the cultural values dominated by each country. Therefore, advertising appeals and cultural values exist interdependently.
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BENDALI, MYRIAM, and 貝美雅. "The Difference Between Taiwanese and French Response in Advertisement Endorsement of Luxury Cosmetic Brand." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/31277530706525439089.
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碩士輔仁大學
品牌與時尚經營管理碩士學位學程
105
ABSTRACT More foreign cosmetic brands that enter emerging markets use celebrity endorsement as their marketing technique to arouse the desire of customers to purchase their products. The purpose of this study is to investigate in two different markets (Taiwan, France), consumer attitudes towards local and international cosmetic brands ambassadors. This study was conducted to determine if the women consumers from generation Y/AAA have preferences for international or local ambassador. Consumers evaluate the ambassadors’ image based on innate and external criteria. A number of factors affect the consumer decision. The results suggest that culture may affect the opinion of different consumer considering the different cultural factors that affect their behavior, habits, preferences, beliefs. These cultural factors became a real source of information for the brands, it is necessary to deeply understand their customers, so by understanding local culture, the brands can create products that match individual’s needs or desire. To do so these brands have develop new strategies by using internal and local celebrities to endorse them. The issue here is to see if using local/international endorsers really impact the consumer opinion, judgment about the brand as well as his ability to identify to those same endorsers.
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Tsai, Wen-Shu, and 蔡文淑. "The factors investigation of the cosmetic advertisement on product sale through fuzzy analytic hierarchy process." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/58682751660138046954.
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碩士國立屏東科技大學
時尚設計與管理系所
102
Abstract Student ID：M10176004 Title of thesis：The factors investigation of the cosmetic advertisement on product sale through fuzzy analytic hierarchy process. Total page：112 Name of Institute：Department of Fashion Design and Management, National Pingtung University of Science and Technology Graduate date：June 2014 Degree Conferred：Master Name of student：Tsai, Wen-Shu Adviser：Chen, Hsiu-Tsu The content of the abstract in this research： As time goes by, the way that consumers behave is different nowadays. Besides, the change in the past market environment has turned from production concept into marketing concept. Industries commence to emphasize on popularizing their own products. The most common way that they use is to utilize advertisement so as to achieve the purpose of selling. In recent year, many studies have showed that the main factor that affects consumers’ behavior is advertisement. With the aid of advertisement, industries often promote typical products or service in order to raise their prestige and increase their sales amount. The main purpose of this study is to explore factors that will influence selling effects and compare different service attributes and sales demand. Satty (1971) is adapted in this study to seek for factors that will influence commercial effects, evaluative criteria and weight values from different groups and general groups and then the result will be sorted. Moreover, Analytic Hierarchy Process (AHP) is used to gain evaluation factors of important weight values. Questionnaire is designed and investigated to Dual Matrix with criteria that affect benefits of commercial sales. Through consistently verification and weight values, valuation and decision of commercial types will be gained and further exercised for evaluation and decision making of advertisement projects. Keywords: subjective preferences, potential memory, cultural values, fuzzy AHP
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Chen, Chin-Ping, and 陳金平. "Analyzing the Influence of the Elaboration Likelihood Model（ELM） on the Advertisement Effect of Cosmetic Brands." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/nq5654.
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碩士輔仁大學
大眾傳播學研究所碩士在職專班
107
Advertising has always been a major lifeline for cosmetic brands, and this study seeks to increase its effectiveness. Using the elaboration likelihood model (ELM) as a theoretical basis, this study hypothesizes that when cosmetic brands produce advertisements for skin care products, rational and emotional appeals in such advertisements will have different effects on consumers with different levels of involvement with such products. This study focused on print advertisements for cosmetic and skin care products, and targeted women aged 16 to 55 in the Greater Taipei Area with questionnaires. The experiment accumulated in 219 viable samples from 246 answered questionnaires, of which there were 147 subjects with high levels of involvement with the subject and 72 with low levels of involvement. Using rational and emotional appeal as the variable factor, quantitative analysis was conducted through SPSS version 24.0 with the following methodologies: Narrative statistical analysis, cluster analysis, Pearson chi-square verification, and independent sample t-test, etc. Depending on their level of involvement, consumers respond to advertisements through the central or peripheral route of the ELM, indicating no significant impact on the advertising effect (including communication effect, sales effect). This study concludes that using the ELM as a theoretical framework is not completely appropriate for advertising skin care products, especially in terms of sales effects. In practical terms, the best way to increase sales effects is to strengthen a brand's rational appeal, regardless of whether it's targeting high- or low-involvement consumers. To consolidate an existing consumer base, strengthening rational appeal emphasizes information on a product's function, utility, and use through mediums such as membership publications, VIP direct marketing, product brochures, etc. For low-involvement consumers, emotional appeal can be strengthened to improve brand recognition, introduce new products, and open new consumer demographics via promotional materials, billboards, and sales counter promotional items.
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Tu, Hsin-Ju, and 杜欣儒. "The influence of advertisement style and involvement of bloggers on customers'' brand loyalty-case of cosmetic." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/p9cn99.
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碩士國立中山大學
國際經營管理碩士學程
103
Nowadays blogging is a trend that people search for different uses. Blog changed the form of one way communication to two way communication tool, it can provides information to customers while at the same time it can send information to consumers by suppliers. When readers do search or post comment on blog, whether or not they are influenced by brand loyalty. This essay is about the formation of the possible outcomes for brand loyalty through blogging. Around a decade ago, companies tended to use commercial to promote their products; we can see television commercial, posters and even those advertisements on buses. Consumer used to get new ideas from suppliers by advertisement and any product presentation. Companies also used conference to discuss what customer want and what can they improve in the market, however this way was getting weaker. They have to change the method within the business varietychanging as well. Blog started from ordinary people, it is not focus on technical skills but readers care about the big social network behind blogging. Millions bloggers blogging any field they are interested in, it made blog become a global platform. Recent years, companies started to use blogging to sending messages to consumers which we called “on-line marketing”. This kind of marketing strategy became popular because it is low budget compare to other methods. Readers can receive information quickly. Moreover, due to smart phones’ popularity, we seepeople holding their phones everywhere; it already became part of our life, and people receive new ideas almost 24 hours a day. In this way, companies can approach through consumers’ advises and opinions better. In fact, there are many applications that gather bloggers’ articles then put those in different orders for readers. Readers not only can receive new information but also find it easily in orders. These actions are internet marketing. The purpose of thesis research is analyze how this media became trendy and how do people accept it as a major part of purchasing. Cosmetics known as makeup are care substances used to enhance the appearance of human body. Generally mixtures of chemical compounds; Recent years people’s need for cosmetic is increasing, so far in Taiwan there are almost 70 billion NT put in cosmetic industry. Not only those famous international brands are making cosmetics even some medical companies are trying to get in this market as well. Since there are variety sources therefore customers no longer have loyalty to brand like before.
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Chi, Wang Hsiu, and 王琇錡. "Times Using the Moderator of advertisement ethics to study the relationship between consumer involvement and purching intension- online cosmetic shopping." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/46904660366992550170.
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碩士樹德科技大學
經營管理研究所
96
According to the report from Department of Health Executive Yuan. Roc in 2007, the exaggerating advertisement from internet, it is easy to attract the consumers into a trap. In further research, the lawless cosmetic advertisements are full of silly commodities, unclarity description; or only shows the brand, photos and slogan on the surface. In month Jan to June 2007, there are 151 kinds of lawless cosmetic advertisements. With the rising awareness of consumerism, the marketing is been doubted constantly. For example, the misleading advertisement or flam information and so on. Therefore, the content of advertisement affects the consumer’s purchasing intension deeply. This research use the moderator of advertisement ethics to discuss the consumer’s involvement whether exist the significantly effect in purchasing intension. The main model of this research refers the Involvement Conception model by Zaichkowsky (1985) to treat the involvement from the consumer on online shopping. Also refer to the MES model by Reidenbach and Robin（1990）to constitute the variables of advertisement ethics. On the premise, when consumers purchase the cosmetics, due to their Ethics awareness, cause the different purchasing intension. Questionnaire was the mainly research method. The samples were recruited from internet and focus on the Cosmetic Consumers. In total, 800 questionnaires were distributed to conveniently sampled subjects. Of them 312 were found usable, resulting in a response rate of 39%. Via the result after Pearson analysis, this research receives the following result: all variables have significantly positive effects. And by Hierarchical Regression analysis, the result as follows: (1) With the moderator of advertisement ethics, the results indicate that personal involvement has negative effects on purchasing intension. (2) With the moderator of advertisement ethics, the results indicate that product involvement has negative effects on purchasing intension. (3) With the moderator of advertisement ethics, the results indicate that involvement don’t have significantly effects on purchasing intension.
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Machado, Maria Inês Maurício. "What are young women perceptions of cosmetic advertisements?" Master's thesis, 2020. http://hdl.handle.net/10362/107356.
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This paper examines how young Portuguese women between 18 and 30 years old are influenced by cosmetic advertisements. Firstly, literature is reviewed to understand how society has evolved. Subsequently, the factors that influence consumers’behaviourare discussed with special attention toadvertisements. After this analysis, a focus group with 16 womenand a questionnaire with 215 responses aim to explore consumers’ attitudes and perceptions towards cosmetic brands andthe effect of cosmetic ads on the consumers’ purchasing behaviour. Data suggested that, contrary to what was expected, cosmetic advertisements don’t have an influence on the purchasing decision but, never the less, have an effect on young women's self-evaluation. Further more, data also indicated that the concept of “ideal beauty” is still present in the adverts and still generates dissatisfaction but in a less significant way than found in previous literature.
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Hennink-Kaminski, Heidi J. "The content of cosmetic surgery magazine advertisements and consumer interpretations of cosmetic surgery advertising." 2006. http://purl.galileo.usg.edu/uga%5Fetd/hennink-kaminski%5Fheidi%5Fj%5F200612%5Fphd.
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Lin, Yu-Hsun, and 林佑勳. "The Influence of Advertisement Style and Involvement on Effect of Advertisement - a case of cosmetics -." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/73755799357044907483.
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碩士國立成功大學
企業管理學系碩博士班
94
Because the manufacturing techniques gradually mature, the cosmetic industry changes from OEM to OBM. In Vaughn（1980）opinions, cosmetics can be products of feeling decision and high involvement. However because the manufacturing techniques gradually improves, cosmetics become more and more compound functional. As a result this research wants to discuss that what kinds of style of advertisements of collocated with cosmetics will have better effect and understand backgrounds of consumers who have different preference for different styles of advertisements. This research also adds the consumer involvement facet and gets conclusions as below： 1、Advertisements of thinking style have significant effect than of feeling style on the attitude of advertisement、attitude of product and desire for purchase facets. 2、Consumers of low product involvement facing different styles of advertisement have more obviously affinity than those of high product involvement. It means that the advertisements can influence consumers of low product involvement more powerfully. 3、The 「education」、「major」、「leisure activity」 of consumers who have positive attitudes to advertisements of thinking style are different significantly from those of consumers who have positive attitudes to advertisements of feeling style. 4、The motivations of consumers who have better advertisement response to advertisements of thinking style for buying cosmetics are 「need for work」、「manner」、「enhancing color」 and 「affected by friends」； on the other hand motivations of consumers who have better advertisement response to advertisements of feeling style for buying cosmetics are 「good-looking」、「attracting」、「affected by friend」.
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Chen, Tze-Ling, and 陳姿伶. "The advertisement effect upon self-monitoring, advertisement appeal and media types---take male cosmetics for example." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/8yrej2.
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碩士國立交通大學
傳播研究所
94
ABSTRACT Most of the objects in cosmetics studies are females but a little male. In this research, we focus on males who are 20 to 30 years old to probe into the advertisement effects upon self-monitoring, advertisement appeals and media types. Moreover, we compare the differences between television and internet. The study design is Laboratory Experiment, we choose the male students in National Chiao Tung University who are 20 to 30 years old as the samples of study. Factorial experimental design is used in Laboratory Experiment. The variables in the study are self-monitoring, advertisement appeals and media types. By these three variables, the experiment group is separated into eight experimental groups. Then the different communication effects upon these eight groups are the aim that this study desires to find out. The combination of these three variables is the significance of this study. After using statistical analyzing, three conclusions can be found out. First, the effects on attitude toward advertisement (aad) when the objects of high self-monitoring face on emotional and the low self-monitoring objects face on rational advertisement. Second, the effects on attitude toward brand (abr) and purchasing inclination (pi) while no matter emotional or rational advertisements show on internet. Third, the effects on attitude toward brand (abr) and purchasing inclination (pi) when the objects of high self-monitoring face on emotional and the objects of low self-monitoring face on rational advertisement which show on internet. Key Words：male cosmetics, self-monitoring, advertisement appeal, media types, advertisement effect
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Juan, Shwu-Jen, and 阮淑真. "The Magazine Advertisement of Female Cosmetics Express Form- A case on analysising the form of advertisement symbols." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/39318403326246682962.
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碩士國立雲林科技大學
視覺傳達設計學研究所
87
This study is focus on materials of magazine advertisement in female cosmetics, to explore the expression of advertisement in a view of semiotics, and to get a glimpse of the influence of symbol consuming according to the amount of increasing of advertisement. We are here applied the viewpoint of Saussue , Roland Barthes and Peirce in semantics to built the classifying table in advertisement. To discuss the on-going symbol (in colors, images and words), And SD method as a fundamental key (in the meaning and content of symbols). The expression of applying advertisement symbol is a integrated discussion of synthesizes symbol. The well-discussed in contents are the expression of applying advertisement sign. Following results were found after studying: 1. Advertising symbol in sort of perfume applied associated thinking, contrast, and analogy, join and duplicate as a way of expression. 2. Advertising symbol in sort of cosmetic applied associated thinking, contrast, bright, description as a way of expression. 3. For the content of advertisement in perfume, we can divide it into eight categories, such as modern, script, chilly, descriptive, simple, fresh, youth, fancy. 4. For the content of advertisement in cosmetic, we can divide it into eight categories, Gorgeous, convention, unique, sexy, elegant, charming, bright, romantic. 5.other factors in effecting the expression: business image, designer style, locality, etc.
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Chiang, Kuei-Mei, and 江貴美. "A Study on the Design of Animated Advertisement for Cosmetics Websites." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/96606026927841549115.
Full textAbstract:
碩士大同大學
工業設計學系(所)
96
As internet continues to develop vigorously, new type of transaction mode has been formed to subvert the traditional commercial pattern completely. More and more consumers start to use the internet to obtaining required items, including the rapidly-rising demand of care products. Websites have become one of the main channels for care product distribution recently. This research focuses mainly on the dynamic advertisement of care product websites, concentrating on the preference influence of dynamic advertising design of care product website on the memory of advertisement (MAD) and attitude toward the advertisement (AAD) to make proper recommendations for dynamic dvertising design of care product website. This research investigates on the category of current internet advertisements of care product websites, inviting subjects with different gender to join the experiment and come out with the differences and similarities of perception from different gender towards care product internet advertisements. All subjects, regardless of gender, were unanimously impressed with the dynamic effects of flying-in, fading-in, showing up one-by-one and shrinking text, therefore, these effects will be the main points for discussion in the follow-up experiment. Follow-up experiments are classified into two stages: The first stage of internet advertising experiment includes “product dynamic mode”: A1 “three sets of product disappearing after fading-in”; A2 “three sets of product disappearing after flying-in” with “text dynamic mode”: B1”Text shrinking and disappearing after being enlarged”; B2 “first text row shrinking after being enlarged, second text row flying-in from right and disappearing together”. ‘Four sets of internet advertising sample have been used for performing MAD and AAD preference experiment. The experiment result shows that the dynamic mode in the first stage is not notable, therefore a new dynamic mode will be added to integrate with the dynamic effect in the first stage, making it the experiment for the second stage. The second stage of internet advertising experiment includes “product dynamic mode”: C1 “First time: three sets of product disappearing after fading-in. Second time: three sets of product disappearing after flying-in”; C2 “product shrinking and disappearing one-by-one” with “text dynamic mode”: B1”Text shrinking and disappearing after being enlarged”; B2 “first text row shrinking after being enlarged, second text row flying-in from right and disappearing together”. ‘Four sets of internet Ad sample have been used for performing MAD and AAD preference experiment. It is known from the second stage of the experiment that the two combinations of dynamic effects of “product shrinking, disappearing one-by-one, text shrinking and disappearing after being enlarged” and “three sets of product disappearing after fading-in and flying-in, first text row shrinking after being enlarged, second text row flying-in from right and disappearing together” show a better result. There is remarkable difference in advertisement attraction for “text dynamic mode” which makes it a better choice.
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Liu, Meiling, and 劉美鈴. "Effectiveness Of Advertisements – A Case Study Of Open Shelf Cosmetics." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/98689165886115011699.
Full textAbstract:
碩士靜宜大學
管理碩士在職專班
99
As women increase in both employment and income, coupled with richer in purchasing power as well as the concept of beauty treatment getting popular, making the idea of cosmetics migrates from the luxury to the commodity. In the early years, the open shelf cosmetics counters commonly are treated as the preference channel for that person who unable to afford luxury products or students, but recently it has become a major access for those female with the characteristics of: busy, independent, like stress-free shopping environment to buy cosmetics and also skin care products. Based on the above factors, those sales channels like: shops, supermarkets, discount stores, drug stores, getting higher attention and favor from the cosmetics industry’s. For the above, this research tries to get further understanding whether advertisements can induce consumers to accept the open shelf cosmetics, and then take action to buy? Most researchers have studied the effect of endorsement or TV ad ‥ etc., in order to separate with them, this study will focus on the effect of DM advertising, mainly in the effectiveness of consumer purchase intention. According to the results of literature review, discovered the content of DM, and DM advertising activities have significant effect for consumer purchase intention. The questionary survey approach has been applied to this study, the questionnaires analyzed by SPSS17.0 after collected. The research and analysis methods include "descriptive statistical analysis," "reliability and validity analysis," "factor analysis" and "regression". This study found, (1) The DM title has negative effect for consumer purchase intention in open shelf cosmetics marketing. (2) The DM content has negative effect for consumer purchase intention in open shelf cosmetics marketing.(3) The information reliability of the DM advertising has positive influence for consumer purchase intention in open shelf cosmetics marketing. (4) The text description of the DM has postive influence for consumer purchase intention in open shelf cosmetics marketing. (5) The attractiveness of the DM pictures has postive influence for consumer purchase intention in open shelf cosmetics marketing. (6) The promotion event has positive influence for consumer purchase intention in open shelf cosmetics marketing. According to the above conclusions, investigator inferred: the DM advertising and promotion activities have significant effect for consumer purchase intention in open shelf cosmetics marketing activities. Suggest cosmetics industry to build up an integrated framework through synergy DM advertising and promotion events to enhance consumer purchase intention. Key words: cosmetics, DM Advertising, promotion, purchasing intention.
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Wu, Chia-Yi, and 吳佳頤. "Advertisement Effectiveness of Endorser type and Endorsement Mode–A Case of Cosmetics." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/82750385919250748511.
Full textAbstract:
碩士國立臺灣大學
商學研究所
101
Competition is increasing in the commercial market. Every companys are using all kinds of methods to sell their own products, including "crossover", which has the concept of brand alliance. It attempt to combine two or more than two concepts, creating synergy. In many situations, endorsers are not simply endorsement, but participating in the packageing design. So the purpose of this study is discussing the difference bwtween endorsers'' cooperation forms in the ad evaluation of consumers. This study adopts between subjest design, included two variables: two types of endorsers(celebrities/experts) and three kinds of coorperation ways(design and endorsement/pure endorsement/pure design). Added a group with no endorser, becoming 7 groups totally. There are 269 effective samples, and using SPSS to do statistics analysis. Results are partly in line with expectation: 1. ADs with endorsers will have higher scores in advertsing attitude, brand attitude and product attitude than ADs with no endoresers. 2. In "design and endorsement" and "pure endorsement" condition, the scores of celebrities in attitudes are higher than experts. But in "pure design" condition, experts obtain a higher attitude scores. 3. Comparing different types of cooperation, "pure endoresement" obtains the significantly highest score, and "pure design" obtains the lowest. Other attitude scores have no significantly difference to consumers. Considering there are no pictures of endorsers in ads of pure design condition, reissue 67 questionnaire and discover that: When there are no endorsers'' photos in ads, consumers thought that experts do have specialty in design. Condumers have more favor toward celebrities, but experts are the same. Halo effect may be the reason why celebrities caused a positive persuasion.
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YUTE, CHEN, and 陳諭德. "An Applicable Study of Data Mining Technique in Pop-Up Advertisement - The Case of Taiwan's Cosmetics Company." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/65015311171290388939.
Full textAbstract:
碩士國立臺北大學
企業管理學系
93
In recent year, data mining technique had been used in many applications, especially in firms that involved in large data base application. The main reason for this widely used of this technique is due to its ability to extract valuable information. This research paper applied Market Basket Analysis onto the customer transaction database from a Cosmetic firm, to establish product package combinations that would best suite the customer buying behavior & need. This result would act as an reference & help the firm to roadmap the product marketing strategy. Since, the purpose of our research is as below: 1. To investigate 2 & 3 types of cosmetic products combination cross selling probability. 2. Use the marketing decision which is produced by Market Basket Analysis of data mining to assist the establishment of product recommendation machine and designing the joint selling plan on marketing. 3. Using Market Basket Analysis to derive consumer’s product preference order, and to package these products in bundle to sell through internet. With Market Basket Analysis, 2 & 3 products confident & improvement index were determined and the consumer preference order was also established. These reduced 25 individual products to a few product packages which are will be posted in internet to ease customer selection.
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薛秀玲. "The Study for the Effect of Cosmetics Spokesperson Advertisement : An Example from Female Students of National University in Taipei." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/77753869600371673832.
Full text
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Radtke, Alica. "A generational comparison of the effectiveness of social media advertisement on the likelihood of purchase in the cosmetics industry." Master's thesis, 2017. http://hdl.handle.net/10400.14/22010.
Full textAbstract:
Social media advertising has become an important marketing channel for cosmetics
companies. However, the social media advertising strategies of the main cosmetics
manufacturers focus on the Millennials, although older customers generate a higher income.
This thesis investigates the impact of different social media advertising channels (Blogs,
Facebook, YouTube) on the likelihood of cosmetics product purchase for the three different
generations of women (Millennials, Generation X, Baby Boomers). The goal of this thesis is
to recommend generation specific social media advertisement strategies for firms operating in
the cosmetics industry.
The extensive literature review provides first evidence that the social media usage and
cosmetics shopping behaviour differs between the three generations. A quantitative study was
run in the form of an online questionnaire, which compares the evaluation of the different
social media advertisements.
After a detailed analysis the results offer important implications for cosmetics companies:
each generation has to be targeted differently when considering social media advertisement.
YouTube videos should be used as advertisement for Millennials. The oldest generation can
be reached the best through advertisement on Facebook. Advertising strategies for Generation
X should focus on Blogs and YouTube videos.
Finally, we can conclude that developing a successful social media marketing strategy to
increase the likelihood of purchase demands the incorporation of generational specific social
media and beauty shopping characteristics.A publicidade em plataformas de social media tem vindo a tornar-se um canal de marketing cada vez mais importante para as empresas de cosméticos. Contudo, as estratégias de publicidade das principais empresas de cosméticos em social media focam-se apenas na geração de Milennials, muito embora potenciais clientes mais velhos representem um grupo com maior poder de compra de compra. Esta tese procura estudar o impacto dos diferentes canais de publicidade nos social media (Blogs, Facebook, Youtube) na probabilidade de aquisição de um produto por parte de três gerações de mulheres (Milennials, Geração X, Baby Boomers). O objetivo da tese é suportar recomendações especificas para a estratégia de publicidade das empresas da indústria cosmética nas plataformas de social media para cada geração de mulheres. A revisão literária retracta a diferença nos padrões de utilização de social media e de compra de produtos cosméticos entre as várias gerações. Um estudo quantitativo foi levado a cabo através de um questionário online, comparando a avaliação de diferentes anúncios em social media. Ao recorrer a publicidade em social media cada geração deve ser abordada de formas diferentes: vídeos no Youtube devem ser usados para communicar com a geração de Millenials enquanto o Facebook é mais eficaz em gerações mais velhas. Para a Geração X o Youtube e Blogs são as melhores ferramentas. Finalmente, para uma estratégia eficaz em social media é necessário incorporar caraterísticas específicas a cada geração na utilização de social media e nos padrões de compra de produtos de beleza.
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Tung, Yi-Ching, and 童怡菁. "The Study for the Different Lifestyle Female on the Effect of Open-Shelf Cosmetics' Endorser Advertisement : An Example of College Female in Taipei City." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/95356728336321253326.
Full textAbstract:
碩士國立交通大學
管理學院碩士在職專班國際經貿組
95
As the changing society and economic environment, female has grown her consumption ability and independency, and much beauty information also make female buy cosmetics no longer be constrained at department stores. More and more female consumers like to buy cosmetics at self-selected channels, such as convenience stores, shopping centers and health & beauty chain. Free and relaxed shopping atmosphere has contributed much sales performance for the self-selected channels. The cosmetics companies at department store usually use star endorser to promote, and whether also be a good strategy for the self-selected cosmetics companies to build reputation, excite consumption intention, and rise sales. The purpose of the research wants to find out the effect and provides self-selected cosmetics companies a reference to formulate their marketing strategy. This research uses the experimental method to collect the data. The experimental object is open-shelf cosmetics and the experimental subjects are the female students of eight national universities in Taipei city. The study used AIO variables to segment market and then printed ad are used to test the endorser’s impact on the advertising effect between different segmentation. And, demographic data, consumption reality and consumption evaluation criteria are used to describe the three segments. The research has results that the customers of the open-shelf cosmetics can be effectively segmented by lifestyle variables. Between the three groups, endorser does to rise the advertisement recalls, advertisement attitude, product attitude, and consumption intention.