Cosmetic Advertising Research Articles

SNS화장품 광고에서 화장품구매행동, 소비성향, 외모관심도가 추천의도에 미치는 영향에 관한 연구 : 광고모델 매력성의 조절효과를 중심으로

The increasing use of social media is having a significant impact on online and offline purchasing behavior, as consumers share content they are interested in and exchange information. Businesses are responding to this shift by increasing their social media advertising, which has a positive impact on brand purchase behavior. This study aims to empirically investigate the influence of consumers' spending behavior and appearance interest on recommendation intention in cosmetics advertisements on SNS and the moderating effect of advertisement model attractiveness. For this study, an online survey was conducted among 568 consumers who have purchased cosmetics on SNS. SPSS 28.0 was used for statistical analysis, and factor analysis, reliability test, and multiple regression analysis were conducted. The results of this study were as follows First, the experience of purchasing cosmetics on SNS and the frequency of information acquisition were found to have a positive effect on recommendation intention. Second, spending behavioral attitudes such as sympathy and impulsivity were found to have a static effect on recommendation intent. Third, appearance orientation has a static effect on recommendation intention. Fourth, advertisement model attractiveness moderated the relationship between SNS cosmetics purchase frequency and YouTube cosmetics information acquisition frequency and recommendation intention, and advertisement model attractiveness moderated the relationship between impulsivity and appearance orientation and recommendation intention. The study found the propensity of splurge and agreeableness on spending behavioral suggests that consumers use social media to show off their social status and tend to imitate the behavior of others. In addition, the effect of appearance orientation on recommendation intention highlights the importance of appearance as a factor in consumer behavior. The moderating effect of advertisement model attractiveness suggests that it is important to consider the personality of the model to fit the cosmetics brand image when considering the influence of advertisement model attractiveness. This study aims to contribute to consumer behavior theory by deepening our understanding of the effectiveness of social media advertising and proposing an integrated model of recommendation intention formation. Future research should expand to a wider range of products to confirm the persistence of social media advertising effects. The results of this study can be used as a useful basis for companies to establish social media advertising strategies.

The realization of interpersonal meanings in cosmetic Maybelline New York in 2018 advertisements.

Interpersonal meaning is the interaction between the speaker and the listener and the writer and the reader. This study aims to determine the structure of mood and how the structure of mood is found. The purposes of this study are (1) to be more sensitive to the mood structure shown in Maybelline New York cosmetic advertisement. (2) to investigate the reason of why interrogative sentences are more difficult to find than declarative sentences. Through this research, we can see the types of mood structures, and how these mood structures are used. The type of research approach used is descriptive qualitative. Research in this case describes systematically, factually and accurately facts and causal relationships of the phenomena studied. The sources of data in this study are eight cosmetic Maybelline New York products, namely the Maybelline gel pencil, L'oreal colour riche nail, Maybelline mascara and eyeliner, Maybelline creamy lipmatte and Maybelline eyeshadow, Maybelline eyeliner, Maybelline lipstick, and Maybelline clear smooth all in one. In analyzing the data, the researcher of the 2014 Halliday theory revised by Mathiesse found that there are three types of manifested mood, four types of realized speech function, and mood-based realization of speech function. The moods manifested were declarative (48.64%), interrogative (5.40%) and imperative (45.94%). Speech functions that are realized are statements (48.64%), questions (5.40%), offers (18.91%) and command (24.32%). It can be concluded that declarative sentences are mostly found in Maybelline New York products. Researchers suggest that readers be more careful in using mood structures in cosmetic advertisements so that there are no misunderstandings.

The Contrastive Study on Discursive Construction of Identities and the Adaptation in Cosmetic Advertising

Discursive strategies are often used in cosmetic advertisements to construct different discursive identities in order to enter larger markets. Based on the graphic advertisements, the article reveals the dynamic selection and construction of discursive identities and their dynamic adaptation in the foundation advertisements of international brands and national brands. It is found that the cosmetic advertisements employ textual features to construct three discursive identities: one explicit identity for marketing purposes and two implicit identities: friend identity and expert identity. Based on the theories of discursive identity and linguistic adaptation, the article explores the dynamic discursive identities in this kind of advertisement discourse and analyzes the ways to dynamically adapt to the psychological, social and physical worlds of the discourse receivers.

The strategies of using Chinese language in cosmetic advertising through the Taobao online marketplace

This study aimed to 1) analyze the information structure of texts concerning facial beauty in Chinese cosmetics advertisements, and 2) examine linguistic strategies employed within the advertisements. Language strategies in 150 Chinese cosmetic product advertisements from Taobao were analyzed, employing critical discourse analysis concepts as proposed by Norman Fairclough and Teun Adrianus van Dijk. By exploring the advertising language, the study offered valuable insights into the persuasive techniques used in the cosmetics industry. It categorized the strategies into semantic and discourse-pragmatic. Semantic strategies involved descriptive verbs, intensifiers, negation, and word formation through pinyin transliteration. Discourse-pragmatic strategies included presuppositions, figures of speech, claims, and rhetorical questions. These strategies mirrored beauty values in Chinese society, implying beauty was achievable through the products advertised. The study highlighted the significant impact of language strategies in forming beauty ideals, influencing consumer beliefs, and motivating the pursuit of beauty standards. This analysis of cosmetic advertising in China showcased the influential role of language in shaping societal views and consumer behavior.

Особенности наименования косметической продукции в виртуальных немецкоязычных рекламных текстах (на материале сайтов производителей косметики)

Advertising is constantly developing as it attempts to keep pace with the ever-changing reality. German producers of cosmetics advertise their brands in German-language online magazines, and these ads often reflect the current changes at the language level. The authors identified and described the current naming methods and patterns in online advertising of German cosmetic brands. The naming strategies followed the rapid global changes and adapted to the constantly emerging new cosmetic products. The most recent nominations proved to be structurally and semantically diverse. Along with the typical German word-formation, they demonstrated some novel methods, which indicated the most recent transformations in the language. The modern German cosmetic advertising is subject to the process of neologization. While each neoplasm adds to the linguistic expressiveness of the language in general, it increases the reader’s involvement in each particular ad. The neologisms were coined in line with German as well as English patterns while some were combinations of them both.

Karakteristik Penanda Kohesi Gramatikal dan Kohesi Leksikal Pada Wacana Iklan Kosmetik Kecantikan Wajah Jepang

The purpose of this research is to explain the relationship between grammatical cohesion markers and lexical cohesion in advertising discourse that can support the formation of coherence. The data used comes from the Canmake Tokyo Japan advertisement. The data collection method used is the listening method with the basic technique, namely the tapping technique and the note-taking technique as a follow-up technique. The data analysis stage uses the commensurate method with the technique of sorting the determining elements (PUP). While the results of data analysis are presented using informal methods. Based on the results of data analysis, it can be seen that the cosmetic advertisements from Canmake Tokyo contain grammatical cohesion markers and lexical cohesion. Based on the appropriate use of cohesion markers, it can be seen that the discourse of Canmake Tokyo cosmetic advertisements is a discourse of coherence. The most common grammatical cohesion markers are reference and conjunction. While the most lexical cohesion markers found are repetition and synonyms.

A Multimodal Discourse Analysis of Wardah Cosmetics Advertisement

This research paper presents a comprehensive multimodal discourse communication (MDC) of a selected advertisement from Wardah Cosmetics. This research explores the analysis of multiple modes of advertising for Wardah Islamic beauty products. The research employed a descriptive qualitative approach to examine visual elements present in Wardah beauty advertisements. It incorporated the Bahasa Halliday Metafunction component and the multimodal discourse analysis framework Kress and Van Leeuwen developed. Through this analysis, the research aims to provide valuable insights into the discursive strategies employed by the brand and shed light on how the advertisement constructs and shapes cultural meanings, identities, and beauty ideals. The findings of this research contribute to the field of multimodal discourse analysis and offer practical implications for advertisers, marketers, and scholars interested in understanding the complex dynamics of persuasive communication in the context of cosmetics advertising.

E-commerce Elegance: Examining the Role of Digital Marketing in Shaping Women's Cosmetic Preferences

Online advertisements have had a significant influence on the purchasing habits of the general public. In India, the most of the businesses are ditching the brick-and-mortar retail model in favour of online shopping. A slew of aspects in online advertising affect consumers' purchasing decisions. With the rise of new companies and online shopping sites, internet retailing in India is experiencing a surge in popularity. Women shoppers play a significant role in the growth of online shopping across an extensive array of of platforms and apps. As a result of social media platforms like Instagram, Facebook, and YouTube as well as shopping apps like Mantra, Sephora, and Amazon and Myntra, women have access to a plethora of national and international cosmetic businesses through online advertising. It was an online advertising campaign that drove women in Haryana to emerge from their shells. The most pressing issue is how to use internet advertising to attract female customers to online and social media platforms. Researchers conducted this study to learn what factors influence women's preferences for different cosmetic goods, with a focus on how online marketing affect Haryana's women and the consequent shifts in their shopping behaviours. Findings from this study reveal a clear link between online advertising and how women chose cosmetic products while shopping online. Analytical surveying was the method used in this investigation. The goal of this research is in order to assess the effects of online marketing on Haryana women's purchasing habits for cosmetics. Explanatory inferences can be drawn from the findings of this study, which investigates variable-variable relationships. Research shows that women in Haryana are open to online advertisements for cosmetics on social media platforms, smartphone applications and retail websites.

Influence of Cosmetic Advertising on Purchasing Patterns: An Examination of Beauty Product Impact on Female University Students in Punjab

In order to reach the target markets, advertisements are being used as main tool by the marketers. These advertisements present a capitative picture of the world, and usually women become victim of these fascinating advertisements. The main objective of this research was to study university female students’ buying behavior towards cosmetic products. This research was conducted in Lahore city and a survey method was used. Cosmetic companies are which are mostly used in different saloons. The findings show that commercials are effective in raising consumer awareness. Different marketing divisions of cosmetic corporations employ TV commercials and billboards to target above the line through these mediums. This study has both theoretical and practical implications. The study suggests the ongoing utilization of newspaper media for advertising, emphasizing the enduring belief and trust people place in it. Advertisers are encouraged to prioritize creativity in the design of print advertisements.

Perception of Halal Cosmetics Consumers towards Halal Awareness in Online Social Network: Study in Malaysia and Indonesia

The cosmetics and personal care industry has emerged as one of the most prominent and fastest-growing markets, especially among millennials worldwide. The halal cosmetics industry is also important to today's young generation. They and social media technology have become an important part of consumer research. This study explores the factors determining the millennial generation's choice of halal cosmetics. This study used the exploratory factor analysis (EFA) method with 202 millennial respondents from Indonesia and Malaysia. The Kaiser-Meyer-Olkin (KMO) test result is 0.723%, indicating a middling sampling. The Bartlett test result shows a value of 1848,828 with a significance level of 0.0000 < 0.05, indicating a correlation between the variables. There are no statements with a score of less than 0.5 after the communalities checking. As a result, every statement can be used more thoroughly in this research. Based on the results, six main factors can increase the millennial generation's interest in making choices about halal cosmetics: social media campaign, influencer trustworthiness, halal awareness, brand curiosity in social media, cosmetics advertisement language, and brand trust and product quality.

Marketing Modernity, Selling Hazeline: A Comparative Study of Indian and Chinese Markets, 1908–1957

AbstractThis article explores how the experiences of colonial modernity were constituted through global advertising by examining the transnational marketing of Hazeline Snow in early twentieth-century India and China. Manufactured by London-based pharmaceutical company Burroughs Wellcome Company (BWC), Hazeline Snow was a globally circulated medical-cosmetic commodity that showcased the advance of colonial modernity in Asia in the early twentieth century. Focusing on the convergences and divergences in the textual and visual representations of gender, beauty, and race in Chinese and Indian Hazeline Snow advertisements, this article illustrates the uneven ways in which capitalism created, disseminated, and adapted to different knowledge systems in distinct colonial contexts. It argues that modern beauty ideals promoted by cosmetics advertising were not simply the diffusion of a hegemonic Western modernity driven by the symbiotic expansion of capitalism and colonialism, but were shaped by the entanglement of global transformations and local conditions, including pre-colonial aesthetic value systems, inter-Asia exchanges, and competition from both local and other colonial actors. As ‘Snows’ became a specific kind of Asian commodity in their own right, the meanings of being modern and being beautiful was no longer the preserve of a specific company or a generalized ‘West’.

PERLINDUNGAN HUKUM BAGI KONSUMEN AKIBAT PERIKLANAN PRODUK KOSMETIK

This article aims to determine consumer protection due to misleading cosmetic product advertisements also about influencer liability due to advertising cosmetic products that do not match the truth. The method in this study is a normative legal research method, with legal and a conceptual approach. The analysis technique is qualitative analysis technique by reviewing laws and regulations and analyzing them. The result of this study is that the state has regulated consumer protection in terms of misleading cosmetic advertisements, but the position of influencers has not been clearly regulated in Indonesian law. So in demanding accountability and to protect consumer rights, the rules are still unclear.

Influence of Attitudes and Cosmetic Advertisements on the Selection of Cosmetics Containing Harmful Ingredients by Adolescents in Medan City

Cosmetics play a significant role in the daily routines, especially for teenagers in the city of Medan. However, concerns regarding the safety of cosmetics, particularly those containing harmful substances, are on the rise. This research aims to identify the attitudes and cosmetic advertisements influencing the selection of hazardous cosmetics by teenagers in Medan. Involving 385 respondents aged 17–22 in Medan, distributed across 18 districts, this study employs a cross-sectional approach and statistical analyses such as chi-square and multiple logistic regression to measure the impact of specific variables on the behavior of cosmetic selection among teenagers. The research findings indicate that attitudes and cosmetics advertisements play a crucial role in the decisions of cosmetic selection among teenagers. Therefore, actions to enhance positive attitudes, the availability of safe cosmetic products, and stricter regulation of cosmetic advertisements need to be considered. All of these measures are expected to assist teenagers in making wiser choices and supporting their health in selecting cosmetic products.

Dark-Skinned Woman's Image Represented in Avon's Catalogue 2022 “WHAT'S NEW” Cosmetic Advertisements: A Semiotic Study

In this case, the researcher wants to analyse three advertising posters for the Avon Catalog 2022 product “WHAT'S NEW” out of a total of singers representing dark-skinned women using semiotics. The dark-skinned women who became the object symbolized that the advertised product was suitable for all skin types. This study employs a qualitative approach with descriptive analysis. Therefore, this study aims to identify the signs (icon, index, symbol) and find out the meaning of messages contained in advertising posters through Peirce's theory. The results of this study indicate that there are 13 signs on 3 Avon advertising posters (Eye Love It, Luxury In The Shade of You, Winter-proof Your Skin). Besides that, the researcher also found the meaning of each symbol by using dark-skinned women, which shows that they can also positively impact the beauty world. It could be concluded that each advertisement had a different sign, and this distinct difference had given different interpretations. From the semiotics analysis of ads, the advertiser's complex idea can be quickly delivered by the cons quickly

Influence of Advertising Effectiveness on Consumer Purchase Decisions in Wardah Medan Instagram social media Cosmetic Advertising

This study aims to identify the effectiveness of wardah advertisements through Instagram social media on active @wardahbeauty followers on Instagram. Consumers who use social media Instagram @wardah beauty are active with a total of 92 followers. The data analysis technique used in this study is a validity test, reliability using SPP version 20.0 Based on the results of the study, the validity and reliability test of the questionnaire for each statement item was declared valid and the results obtained were that the independent variable, namely advertising effectiveness (X) had a positive and significant influence on the dependent variable, namely purchase decision (Y), this is indicated by the tcount value = 5.603 and ttable = 2.01537 then tcount > ttable, so Ho is rejected and Ha is accepted. Based on simple linear regression calculations, the regression equation Y = 25.982 + 0.531X + e means that every time there is an increase in the purchasing decision variable by 0.531, it will affect the effectiveness of advertising. The coefficient of determination (R2) is 0.416 (41.6%). So it can be said that 41.6% of the dependent variable, namely advertising effectiveness in this study, can explain purchasing decisions while the remaining 58.4% is influenced by other variables outside the variables studied.

A Morpho-Syntactic Analysis of Gender-Fair Language in Advertisements of Cosmetic Products in Ghana

Gender-fair language challenges and dismantles prevailing societal gender preconceptions. Cosmetic advertisements have been criticized for unfair language choices that perpetuate gender stereotypes. This study is a morphosyntactic examination of gender-fair language in cosmetic advertisements. The social constructionist theory underpins the study. Thirty (30) product packages and labels for the Ghanaian market were used in this qualitative descriptive survey. Gendered terms were analyzed on the morphological level using Quirk et al.’s (1985) functional principle of word categorization. The data collected revealed that Gender-unfair language is prevalent in cosmetic advertisements. Product names, descriptions and claims often use gendered nouns, pronouns, adjectives, phrases of different types and imperative clauses. This reinforces the idea that certain beauty concerns and products are exclusively tailored to specific genders. Gender-unfair language in cosmetic advertisements results in a limited representation of beauty ideals and practices. The use of inclusive language and representations that challenge gender stereotypes and promote diversity was recommended for cosmetic advertisers. The paper provides insight into academic discourse and practical approaches in gender, communication and marketing studies. Keywords: Advertisements, Cosmetics, Gender-Fair Language, Stereotype, Morphosyntactic

Consumers of Indonesian Wardah Cosmetics are the Focus of an Analysisis of Visual Storytelling Marketing

Storytelling is a style of communication that employs a variety of elements in the form of a story or narrative. Compared to logical arguments, statistical data, and facts, storytelling is more credible. Wardah is one of the companies that has utilized marketing through visual storytelling in its advertising. In order to strengthen branding by connecting the company through values and emotions, this study aims to determine how Wardah cosmetic consumers perceive the visual aspects of storytelling marketing. In order to explore and examine the data, this study used a phenomenological design. According to the study's findings, all of the participants who used Wardah cosmetic products were able to comprehend the visual aspects of storytelling marketing, including design, personalization, usefulness, personality, storytelling, shareworthiness, real-time, and amplification. The findings also demonstrated that the ideals expressed in the visual content of the Wardah cosmetic advertising create an emotional bond among all study participants. The study's findings also revealed that every participant acknowledged that the visuals in the advertising gave the idea that Wardah was a halal cosmetic, which might have a favorable effect on the company's reputation.

The realization of interpersonal meanings in cosmetic Maybelline New York in 2018 advertisements

Background: Interpersonal meaning is the interaction between the speaker and the listener and the writer and the reader. This study aims to determine the structure of mood and how the structure of mood is found. The purposes of this study are (1) to be more sensitive to the mood structure shown in Maybelline New York cosmetic advertisement. (2) to investigate the reason of why interrogative sentences are more difficult to find than declarative sentences. Through this research, we can see the types of mood structures, and how these mood structures are used. Methods: The type of research approach used is descriptive qualitative. Research in this case describes systematically, factually and accurately facts and causal relationships of the phenomena studied. The sources of data in this study are eight cosmetic Maybelline New York products, namely the Maybelline gel pencil, L’oreal colour riche nail, Maybelline mascara and eyeliner, Maybelline creamy lipmatte and Maybelline eyeshadow, Maybelline eyeliner, Maybelline lipstick, and Maybelline clear smooth all in one. Results: In analyzing the data, the researcher of the 2014 Halliday theory revised by Mathiesse found that there are three types of manifested mood, four types of realized speech function, and mood-based realization of speech function. The moods manifested were declarative (48.64%), interrogative (5.40%) and imperative (45.94%). Speech functions that are realized are statements (48.64%), questions (5.40%), offers (18.91%) and command (24.32%). Conclusions: It can be concluded that declarative sentences are mostly found in Maybelline New York products. Researchers suggest that readers be more careful in using mood structures in cosmetic advertisements so that there are no misunderstandings.

The realization of interpersonal meanings in cosmetic Maybelline New York in 2018 advertisements

Background: Interpersonal meaning is the interaction between the speaker and the listener and the writer and the reader. This study aims to determine the structure of mood and how the structure of mood is found. The purposes of this study are (1) to be more sensitive to the mood structure shown in Maybelline New York cosmetic advertisement. (2) to investigate the reason of why interrogative sentences are more difficult to find than declarative sentences. Through this research, we can see the types of mood structures, and how these mood structures are used. Methods: The type of research approach used is descriptive qualitative. Research in this case describes systematically, factually and accurately facts and causal relationships of the phenomena studied. The sources of data in this study are eight cosmetic Maybelline New York products, namely the Maybelline gel pencil, L’oreal colour riche nail, Maybelline mascara and eyeliner, Maybelline creamy lipmatte and Maybelline eyeshadow, Maybelline eyeliner, Maybelline lipstick, and Maybelline clear smooth all in one. Results: In analyzing the data, the researcher of the 2014 Halliday theory revised by Mathiesse found that there are three types of manifested mood, four types of realized speech function, and mood-based realization of speech function. The moods manifested were declarative (48.64%), interrogative (5.40%) and imperative (45.94%). Speech functions that are realized are statements (48.64%), questions (5.40%), offers (18.91%) and command (24.32%). Conclusions: It can be concluded that declarative sentences are mostly found in Maybelline New York products. Researchers suggest that readers be more careful in using mood structures in cosmetic advertisements so that there are no misunderstandings.

An in-depth Analysis of Beauty-product Ads in the USA & Taiwan

The relevance of cosmetics advertising rises as the number of people concerned with their appearance grows and as those with disposable income spend more on skin care goods. This study's goals are to (1) identify the most widely marketed cosmetics companies and (2) characterize the degree to which cosmetics advertising in magazines in Taiwan and the United States conforms to national standards. Vogue and Cosmopolitan, two publications aimed towards women, were used to compile a representative cross-section of magazines and advertising from September 2004 to February 2005. The results show that multinational cosmetics companies need to adapt their advertising methods to match the rising demand in Asia, notably China.