化妝品廣告魅力因子之研究

自古以來每個人都愛漂亮，使用化妝品美化自身的面容，藉此提升自信和吸引注意。隨著媒體興盛，各種廣告氾濫於我們的生活中，有的廣告造成廣大的迴響，獲得廣大的點閱率與討論度。本研究針對2013至2018年，全球化妝品牌前20名中的前七大美化化妝品品牌－L'Oréal、Lancome、Estée Lauder、Dior、Chanel、Maybelline、Shiseido觀看次數最高之廣告影片作為研究之對象，透過內容分析法分析廣告策略與訴求，並以KJ法及問卷調查法，探討美化化妝品廣告中的廣告魅力，將32項美化化妝品廣告魅力因子整理為「人物與角色」、「產品與包裝」、「畫面與氛圍」、「音樂與風格」四大構面對於消費者感受的魅力程度，將研究所發現之廣告魅力因子做為日後美化化妝品廣告設計之建議，研究結果發現化妝品廣告魅力因子如下：1.廣告置入性訴求與愛或浪漫訴求。2.廣告人物散發自信感。3.廣告畫面運用詳細鏡頭進行特寫。4.於廣告畫面中呈現出產品使用動態畫面。5.以簡潔的廣告訴求搭配簡約畫面。6.運用廣告人物、畫面、音樂相互搭配，營造出廣告整體風格一致性。

關鍵字

化妝品廣告；影片廣告；魅力因子；廣告策略；廣告訴求

並列摘要

This study is aimed at the top seven most beautiful cosmetic brands in the world's top 20 cosmetic brands - L'Oréal, Lancome, Estée Lauder, Dior, Chanel, Maybelline, and Shiseido from 2013 to 2018. Through the content analysis method to analyze advertising strategies and appeals, and use KJ method and questionnaire survey method to explore the advertising charm in cosmetics advertising, and organize 32 cosmetic advertising attractiveness factors into "people and roles", "products and packaging", "pictures" With regard to the fascination level of the four aspects of the atmosphere and the "music and style", the advertising charm factor of the research is considered as the suggestion of the future cosmetic design. The research results show that the cosmetic advertising attractiveness factors are as follows: 1. Advertising placement appeal and love or romantic appeal. 2. Advertising characters exude confidence. 3. The advertisement screen uses a detailed shot to make a close-up. 4. The product usage dynamic picture is presented in the advertisement screen. 5. With a simple advertising appeal with a simple picture. 6. Use advertising characters, pictures, and music to match each other to create a consistent overall style of advertising.