Disadvantages of beauty advertising

1. Product’s design can be intentionally enhanced (its color, size)

2. Producers often add antiscientific parameters to their goods (as super smoothing shampoos, mascaras extremely prolonging eye lashes etc.)

3. Products with good quality can be not acceptable because of high price

Cultural analysis of commercial “Dior Addict”

L et’s start from analysis of commercial for perfume of Dior brand “Dior Addict”. It’s one of the most famous commercials among beauty advertisings, however consists of a lot of ambivalent content.

Basing on Geert Hofstede’s studies the analysis could be shown like this cultural-ethical scheme:

Attributes – explicit manners, gloss, typical blonde model, s

Values – beauty, status independence, admiration, compliments, attention, self-value, freedom, pleasure, brand.

Benefits (outcomes) – cause impression, harmony, recognition of high-class, imitation

Beauty

Status

Independence

Admiration

Pleasure

Attention

Freedom

Self-confidence

Impressive look Recognition

Imitation of libertine actions, especially by young generation

Brand

harmony

Explicit behavior

Typical blonde model

Brightness

Gloss

2. Results and analysis of survey

Section 1

What is your age?

Do you likely switch the channel during beauty advertising on TV?

Here we can see that 50% of asked people usually switch the channel during beauty ads, 50% vice versa keep watching it.

What is your attitude towards most of beauty ads?

Positive	16	39%
Average	23	56%
Negative	2	5%

Appearance of women is stereotyped	2	100%

Most of people don’t have strict negative attitude towards beauty ads, however almost 60% do not feel any strong emotions, what equals indifference.

If negative - why?

Those TWO who considered their opinion to be negative feel that appearance of model us to stereotyped. This has its place to be - women chosen as models in adds are all have the same skinny parameters of body, often they have blond hair and specific sight. People, who don’t like it, probably don’t believe in nature of such beauty therefore they neglect advertised products.

Section 2

1	8	20%
2	11	27%
3	15	37%
4	4	10%
5	3	7%

To what extent do you generally believe beauty adds?

In continuing with the previous question we can indicate that most of respondents don’t absolutely trust in beauty advertisements, as they chosen from 1 to 3. However there have been still 7 respondents choosing 4-5 points. It can be suggested that they are young people under 18, who are supposed to be more naive. But, according to selection (answers 4, 5), this statement is not valid, as we can see people elder 18-20.

Timestamp	What is your age?	To what extent do you generally believe beauty adds?
4.18.2014 4:17:02	18-25	4
4.18.2014 21:49:09	18-25	4
4.18.2014 23:58:48	26-30	5
4.19.2014 9:50:03	26-30	4
4.19.2014 18:05:08	18-25	4
4.19.2014 18:43:27	18-25	5
4.20.2014 9:06:11	18-25	5