The anti-aging product advertising strategies on Facebook in Thailand

Abstract

This qualitative research studied the anti-aging product advertising strategies on Facebook in Thailand including Olay Regenerist, L’Oreal RevitaLift, and Pond’s Age Miracle on Facebook during 2012-2015. In addition, the research examined the particular uses of propaganda techniques and advertising design: message strategies in advertising and executional frameworks of the anti-aging products ads. The coding schemes were newly designed to use as the research indicators for analysis. The uses of famous celebrities, text ads, graphic design, and video ads in advertising by each product advertiser during this period of the study were qualitatively analyzed as the important elements of the research study. In general, all of the advertisers used photo ads, video ads, text ads as well as media clipping reports and celebrities on Facebook differently. In the year 2012, they used simple text ads with simple photos before developing to use photo ads and video ads to post on the Facebook fanpage more lately in the years 2013-2015. The advertisers used a combination of many types of propaganda techniques and advertising design: message strategies in advertising and executional frameworks. It is not common for the advertisers to create a single advertisement by using a certain propaganda techniques, message strategies, and executional frameworks. The combination use of these techniques makes the advertisements of the product brands outstanding and effective to draw attention from the consumers to purchase the product as the end results.