In women''s cosmetics advertising in Korea, the truth of the matter is that the use of a female spokesperson to promote a brand is seen as the most effective way of advertising, since through the visage of a beautiful spokeswoman, the consumer, in fac...
In women''s cosmetics advertising in Korea, the truth of the matter is that the use of a female spokesperson to promote a brand is seen as the most effective way of advertising, since through the visage of a beautiful spokeswoman, the consumer, in fact, a woman can reflect the ideal self-conscious vision. But in a world full of beautiful cosmetics spokeswomen, it is becoming more important to make a distinction between them. Among these female spokesperson in women''s cosmetic advertising, the appearance of a male spokesperson can be enough to gain the attention of female consumers.This study started out as a question of whether using a male spokesperson would be more effective than using a female. In this study, the following issues will be addressed ; First of all, the advertising effectiveness of a male spokesperson in female cosmetics advertising will be analyzed, and then the type of advertising appeals to maximize the effect of a male spokesperson will be analyzed. Finally, a study on how the involvement of a product and the attitude towards spokesperson have an effect on the advertising will be analyzed.As for the main research, advertising samples that differed in the advertising appeal types (emotional appeal and rational appeal) and the gender of the spokesperson were produced. The advertising samples were separated into four types : emotional appealing ad with male spokesperson, emotional appealing ad with female spokesperson, rational appealing ad with male spokesperson, and rational appealing ad with female spokesperson. A survey group of 120 women in their twenties was taken, which were then divided into 4 subject groups and each groups were given respective advertising samples. The spokespersons used for the samples, Kang Dong-Won and Han Che-young, who have not currently appeared in cosmetics advertising, were chosen. The spokesperson and ad copy was used appropriately for respective advertising samples. The copy for the emotional appeal-based ad was used to appeal to the consumer''s emotional side instead of dependance on product information, while the rational appeal-based ad concentrated on the products information and attributes alone. The copy for the rational appeal-based ad was referred from a sample of related advertisements in magazine. A fictitious brand name had to be chosen that would feel new to the participants of the survey and so the brand ''april'' was decided upon. The survey included the following criteria; consumer''s attitude toward the advertisement based on attention, favor, and believability ; the consumer''s attitude toward the product based on favor and believability ; purchase intent ; consumer''s attitude toward spokesperson ; consumer''s involvement of the product. The survey participant was rated each question on a 7-point scale. At the end of the survey, the results were then compared through a T-test analysis.The results are summarized as follows.First, in the analysis of the two emotional appealing ad, the advertising attitude toward the advertising featuring the male spokesperson was found to have better appeal than the advertising of the female spokesperson. As for the rational appealing ad, no significant difference was found in the advertising attitude of either of the genders. None of the appeal types or genders had an influence on the consumer''s attitude toward the product or purchase intent.Second, in the female cosmetic advertising featuring the male spokesperson, the emotional appeal type rated higher than the rational appeal type in the attitude toward advertising, while the attitude toward the product and purchase intent had no significant difference. Therefore, though the advertising appeal types do influence the attitude toward the advertising, it does not seem to affect the attitude toward the product or purchase intent.Third, in female cosmetic advertising, the spokesperson''s gender and advertising appeal types are interrelated.Fourth, between the high involvement group of the product and the low involvement group, there was no significant difference in the attitude toward the advertising of the male spokesperson. Although the attitude toward the advertising (of the male spokesperson) did not show much difference between the two groups, the attitude toward the product or purchase intent did increase when the product involvement was made higher.Fifth, the attitude toward the advertising and purchase intent did increase when the attitude toward the male spokesperson was positive. But, the attitude toward the product was not effected by either positive or negative attitude toward the spokesperson.As the result, The advertising effectiveness of a male spokesperson on female cosmetic brand are affected by the advertising appeal type, by the attitude toward a male spokesperson and the involvement of the product. Through this study, if the advertising of cosmetic brand for 20-something females uses a male spokesperson and, at the same time, use emotional appeal type, the consumers will pay much more attention to the advertising.