Beauty Advertising - Message and Content

Abstract: By an extensive analysis of TV commercials from 38 large brands and sub-brands from beauty segments skin care andcolor cosmetics, the thesis provides a mapping and an insight into beauty advertisement. This is done by exploring theconnection between advertising strategy, message and creative content. A general connection was found where thedominating sales-oriented approach commonly was combined with informational strategies, reaffirming messages and acontent with large product focus, information heavy copy and actively participating endorsers. The less frequent, moreinvolvement-oriented approach was more commonly accompanied by transformational strategies, inspiring messageswith emotional appeals where the content often was characterized by small product focus, emotional copy and passiveendorsers. The latter approach was much more common in skin care, whereas brands in color cosmetics employed verysimilar strategies and execution of the first kind. Furthermore, a brief discussion was made on the potential societalimpact and effect of beauty advertisement, where it can be argued, based on previous research, that the dominatingsales-oriented approach with reaffirming messages has a negative effect on consumers' self-esteem and self-respect. Onthe contrary, the adverts with inspiring messages can be argued having a positive effect on the same.