| Summary: | 碩士 === 元智大學 === 應用外語學系 === 99 === Visual components and information cue types are crucial factors closely related with the presentation of ads. Visual components in print ads mainly include photographic people portrayal, photographic product portrayal and illustration. These visual components are also important in cosmetics magazine ads in order to capture attention. In addition, some studies have investigated information cue types in print cosmetic ads (e.g., Liao, 2003; Pu, 2003). For example, there is a frequent appearance of “performance”, “quality” and “safety” information in cosmetics magazine ads. However, to date, little research has been done on visual components and information cue types in online cosmetic ads. And there is lack of comparative study of print and online cosmetic ads with regard to these two aspects mentioned above.
Therefore, the objective of this study is to conduct a cross-media comparison regarding the presentation of visual components and information cue types between print and online cosmetic ads. This study aims to investigate how the natures of print and online media influence the presentation of visual components and information cue types in cosmetic ads. Nowadays, both female fashion magazine and Internet shopping mall are important media which not only advertise the latest cosmetic products but also provide female consumers with plenty of beauty messages. Cosmetic ads in English female fashion magazines are chosen as print cosmetic ads samples, with online cosmetic ads samples from English Yahoo! Online Shopping Mall.
The findings of this study showed that cosmetic ads are more visual-oriented in female fashion magazine than in online shopping mall. There is a high presence of photographic people portrayal in print cosmetic ads samples. And this visual component is generally in the dominant portion of cosmetics magazine ads pages. Moreover, cosmetics magazine ads primarily focus on endorsements for brand products. Photographic portrayal of beautiful woman participating in cosmetics use powerfully endorses the excellence of the advertised brand products. Therefore, “testimonials and endorsements” information appears very often in cosmetics magazine ads and is mainly expressed visually through photographic people portrayal. Online shopping mall is highly commercial-oriented in nature and thus puts emphasis on the retail price of the product, the quick access to product purchase, the discount on the product and product shipping message. Therefore, verbally expressed information cue types like “price”, “availability”, “special offers” and “shipment” commonly appear in online cosmetic ads samples. Moreover, online cosmetic ads pages are frequently interlinked with brand product’s facebook website in order to enhance female consumers’ interests in sharing the advertised goods with other friends.
In conclusion, the findings of this study offer useful information for print and online cosmetic advertisers. This research is expected to provide insights to print and online cosmetic advertisers on how to promote the effectiveness of their ads and make their ads appeal to female consumers.
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