| Summary: | 碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 107 === 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.
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