Mary Kay Cosmetics Advertising In China

In china, with the development of macroeconomic, Cosmetics market shows the trend of rapid development, more and more companies realize the tremendous business opportunities in the industry and the high profits that brought about. The advertising, as a communication tool between producers and consumers, play an important role on the stimulation and consumption of the product. Good advertising design can not only visually stimulate consumer, but also can arouse the desire of consumers to buy and increase their purchasing behavior. In this study, Mary Kay cosmetics advertising in China's development as an example, it aims to analyze the characteristics of Mary Kay cosmetics in China, and as a reference for China's cosmetics industry, then it can provides a theoretical basis and foundation for the internationalization of China's cosmetic industry.The present study is carried into five parts:the first part takes Mary Kay cosmetics in the Chinese market and its advertising in China's development and status as a research background, recommend research content and analysis the purpose and significance of proposed research methods, finally summarized research ideas; the second part of the study for the theory at home and abroad (including the advertising of cosmetics, foreign cosmetics advertising in China on advertising in China on the Mary Kay) to literature searching; The third part of the study is based on literature review and presentation, analysis the characteristics of Mary Kay advertisements, identify the characteristics of Mary Kay of advertising in China and are available for other brands of reference; the fourth part of the study is Mary Kay China's deepening of the process of advertising supplement, and make concluding summary; The fifth part is the summary of the conclusions of this study finishing.In this study, the author uses literature review, interview, universality and particularity of the method of combining in-depth analysis of the Mary Kay business for the Chinese traditional culture and the close integration of culture, and analysis of Marry key advertising features The following two conclusions are drawn:First:ads in addition to the information other than a commodity, or a kind of cultural transmission. Therefore, the cultural background in advertising design plays an indelible role, it will affect to an ad's success or failure.Secondly:the Mary Kay Company in advertising design embodies the following characteristics:a woman with a sensuous touch, language influence audiences, with successful move customers to communicate with the cultural soul. Which, in communication with the cultural psyche, Mary Kay ads take full advantage of the Chinese culture's emphasis on families, active use of the spirit of Chinese culture's emphasis on restrained, and extensive integration into the Chinese modern life (work stress and family balance the importance of work and family, etc.).