Brand Building Strategies Of Cosmetic Advertising: An Analysis On Chinese Fashion Magazine Audiences

This dissertation is seen from the angle to the study on influential tactics towards their audience of cosmetic advertisements in Chinese fashion magazines. It takes the feminine fashion magazines as a cut-in point to analyze their influential tactics toward the target audience from three different layers, and discuss the way to affect female consumers' attitude towards cosmetic brands from several aspects, including its behavior, characteristics, principles and its culture implication of advertisement.Chapter one set forth the research motivation of this dissertation, quoted related theories of advertising and consumer's behavior as basis of study, and introduced the structure and the methodology it adopted.Chapter two summarized the current situation of cosmetic advertisements in Chinese fashion magazines, and further more announced the interaction between consumer's brand attitude and the tactics of cosmetics advertisement in fashion magazine by analyzing their characteristics of vision, script, and culture.Chapter three to five are the main part of this dissertation. It made detailed introduction to different kinds of influential tactics from three levels including physical attributes, perception attributes, and the importance weights levels. By adopting the methods of content analysis and data retrieval, combining certain statistical methods and secondary analysis to other materials, it reached the corresponding conclusion, and put forward some feasible suggestions.Chapter six was the continuation of above discussion. It analyzed and summed up the current situation of practice and some problems might cause by, and hoped it can act a guiding part to certain extent.