Cosmetic Companies Design Ads Change Women s Attitudes...

Introduction In American culture, the idea of being a beautiful woman is of the utmost importance. Naomi Wolf (2002) stated that â€Å"beauty is a currency system like the gold standard† (p. 12) and in today’s narcissistic society her beliefs couldn’t be truer. Advertisers seeking sales and revenue continuously bombard women with ads featuring beautiful women selling cosmetics and other skincare products thereby increasing the pressure put on women to look their best. It is estimated that women in the U.S. will spend 12 to 15 thousand dollars a year on beauty services (Newsom, 2011.) and over 62 billion dollars on cosmetics annually in 2016 (IBISWorld, 2016). According to Thompson (n.d.), cosmetic companies design ads to change women’s attitudes towards products. This encourages them to buy more and as a result influences their attitudes and makes them feel disgruntled with their appearance. It also teaches them that their values lie in their bodies and forces women to measure themselves against an impossible beauty standard. Continuous exposure to stereotypical images and themes surrounding beauty, directly influence the way women perceive themselves and their peers. One study found that â€Å"Mass media is especially harmful to women because it constructs negative perceptions of women and reinforces them on a daily basis (Chapman, 2011).† According to Gerbner, Gross, Morgan and Signorielli (1980.), cultivation theory states that heavy television viewers come to believe theShow MoreRelatedAnalysis of Integrated Marketing Communications Campaign3079 Words   |  13 Pagesgroups and positioning. 4 4. Analysis of elements of communication mix, and message strategy. 4 5. Integration level of the communication. 6 6. Marketing communication objectives. 6 7. Building a relationship with customers. 7 8. The campaign#8217;s influence on the brand equity. 7 9. Type of the research used to define marketing communication direction. 8 10. Conclusion. 9 11. Bibliography. 10 1. Introduction. This report present the analysis of the communications campaign of Dove Pro AgeRead MoreThe Influence of Brand Loyalty on Cosmetics Buying Behavior of Uae Female Consumers6719 Words   |  27 Pagesof Marketing Studies Vol. 3, No. 2; May 2011 The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo Received: January 24, 2011 Accepted: February 9, 2011 doi:10.5539/ijms.v3n2p123 Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field are competing aggressivelyRead MoreBusiness Case: Marketing Research for Customers Segmentation12172 Words   |  49 Pagessegmentation This document is confidential and has been made available to the individual to whom it is addressed strictly on the understanding that its contents will not be disclosed or discussed with any third parties with exception of the individual s own professional advisers. page. 1 of 29 Table of Contents 1 Executive Summary ............................................................................................................... 3 2 Introduction ...............................Read MoreLOccitane4126 Words   |  17 Pagesname, this logo, this design 5 Part 3 - What about L’Occitane’s advertising? 6 Part 4 - Places, markets, regions 8 Part 5 - How culture could be a challenge? 9 Part 7- Build, measure and manage L Occitane s brand equity? 11 Sum up 13 Conclusion 14 Appendix 15 Introduction o Why L’Occitane? Our team has chosen the French brand L’Occitane because this body care shop seems fits perfectly to the project. In fact, L’Occitane Finland turns out to be a quite small company in Finland which hasRead MoreEssay about Consumer Behaviour: Case Example of Loreal5020 Words   |  21 PagesConsumer Behaviour For a product or service of your choice select a print or broadcast advertisement or campaign. Using appropriate theories and modules explain how your chosen marketing communication seeks to influence consumer behaviour. 1. Knowledge and understanding of psychological core: attention, perception, motivation, learning, attitude, and memory. 2. Knowledge and understanding of consumer culture: social class, household influences, personality, lifestyle, values and socialRead MoreHow Tv Commercials Influence Consumer Cosmetic Products Purchasing Decisions18056 Words   |  73 PagesRecommendations for SK-II 54 6.2.1 Product brand 54 6.2.2 Product presenters 56 6.2.3 Persuasive messages 57 6.3 Research limitation and recommendations for further studies 58 6.3.1 Research limitation 58 6.3.2 Recommendation for further studies 59 Table 1 29 Table 2 41 Table 3 42 Table 4 43 Table 5 45 Figure 1 30 Appendix one 68 Appendix Two: 73 Abstract The thesis aims to demonstrate the impact of TV advertising on customer behavior of products, and to investigate to what extent TVRead MoreNivea for Men Marketing Assignment7659 Words   |  31 Pagesevaluate the current situation of Nivea for Men’s Sensitive Moisturiser Cream for Men. It will look at the total product concept to see if the moisturiser gives the consumers everything they requires from a moisturiser. This will be followed by segmentation analysis in which the areas of age, usage and socio-economic will be covered. Finally there will be an analysis of how the product is targeted and positioned where the focus will be on brand image, the type of sponsorship used and the impact ofRead MoreMakeup Artist Business Plan8414 Words   |  34 Pagesï » ¿ Executive Summary Objectives Mission Keys to Success Company Summary Company Ownership Start-up Summary Company Locations and Facilities Products and Services Product and Service Description Competitive Comparison Sales Literature Sourcing Technology Future Products and Services Market Analysis Summary Market Segmentation Target Market Segment Strategy Market Trends Market Growth Industry Analysis Industry Participants Competition and Buying Patterns Main Competitors Strategy and ImplementationRead MoreThe Body Shop14072 Words   |  57 PagesIntroduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There is success in body care.   Behold the Body Shop, one of the famous international cosmetics brand.   It is not just one’s ordinary shop for body or hair care.   It is extraordinary just as its pioneer.   The entrepreneur assessed in this paper is in no way or another connected to me.      Personal Profile   Ã‚  Ã‚  Ã‚   The name behind the Body Shop, a famous cosmetic line for decades now, is Anita Roddick.   On October 23, 1942 in Littlehampton, Sussex, England marks her birth toRead MoreMarketing Plan for for Herborist Cosmetic Company, China6508 Words   |  27 PagesContents i Executive summary 3 ii List of Chart/ Figure 4 1.0 Situation analysis 5 1.1 Company and products background 5 1.1.1 Company introduction 5 1.1.2 Products introduction 5 1.2 Industry introduction 6 1.2.1 Market size and share 6 1.2.2 Developing trends 7 1.3 Macro-environmental analysis 8 1.3.1 Political and legal environment 8 1.3.2 Economic environment 9 1.3.3 Sociocultural environment 9 1.3.4 Technological environment 10 1.4 Competitive analysis 10 1.5 Customer analysis 11 1.6 Distribution