The Study On Advertising Appeals Of Men's Cosmetics In Esquire

Along with the improvement of people's living standards and the change of consumption viewpoints, more and more male consumers pay more attention to the cosmetics. But there are differences between male and female consumers in purchasing this kind of products. Obviously, the marketers should find unique ways in promoting and advertising strategies to male users. This paper analyzes the advertisements of masculine cosmetics in Esquire magazine by content analysis method in attempt to discover the characteristics of the following aspects: The key points and the changing trends of the advertising appeals in masculine cosmetics advertisements.This paper draws the following conclusions: The key points of the advertising appeals are relatively concentrated in masculine cosmetics advertisements which mainly demonstrate the model images and the products; The product image itself, the celebrity, the introduction of product's function and the sex are always the appealing points; There are great differences among nations, product categories, scales and even the seasons separately. Based on these conclusions, this paper also gives the corresponding suggestions. The signification of this paper lies in its special research in the advertising appeals of masculine cosmetics advertisements during a long period, resulting in some findings of the features and changing trends. And the conclusions of this paper are of reference value to advertising for male cosmetic in general.