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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4280

Title: Analysis of advertising appeals and execution styles of cosmetic television commercials aired in China: Take examples of 12 cosmetic brands
Authors: Sun Yu
Keywords: Cosmetic Television Commercials
Advertising appeals
Execution Styles
China
Content Analysis
Issue Date: 2020
Publisher: Bangkok University
Abstract: This research aims to examine the core advertising appeals and execution styles used in cosmetic television commercials aired in China during 2009 and 2019. Using the theoretical framework of advertising appeals and execution styles explained by Belch and Belch (2007), a content analysis of 72 cosmetic television commercials from 12 brands which belonged to different cosmetic brand segments (high-end, middle-end, and low-end) was conducted. The findings suggest that emotional appeals and imagery execution styles are the most frequently used in commercials. The appeals and styles complement each other to yield emotional images. From the perspective of cosmetic brand segments, high-end and middle-end brands greatly capitalize on emotional appeal as well as imagery execution, while low-end brands typically utilize rational/informational appeals and straight sell style are mostly found in commercials by brands that belong to low-end segment. For international brands, both imagery and demonstration execution styles are commonly used in commercials by either global standardized advertising strategy or localized strategy.
Description: Independent Study (M.Com.Arts)-Global Communications, Graduate School, Bangkok University,2019
Advisor(s): Vimviriya Limkangvanmongol
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4280
Appears in Collections:Independent Studies - Master

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