How often do you buy beauty products, following advertisements?

Often	11	27%
Rarely	26	63%
Never	4	10%

Among 51 respondents only 11 of them buy products often following advertising’s call. It combines perfectly with the previous results in “buyers’ belief”, as everyone of them trust adds from 1 to 3. However it breaks my hypothesis, that people generally blindly buy products and they prefer examining on their own before purchase.

I t’s quite curious that half of respondents recall firstly fragrance commercials. It is known that smell affects our first impression that we make on others. No less than our appearance and demeanor, this effect occurs subconsciously. Most of people don’t leaving home without using cologne or perfume. That is why perfumes advertisings try to touch customers deeper than other beauty products. In this survey I indicated that music, luxury style and main character as a famous actress play formidable influence on respondents’ impression. The best evidence of that statement is J'Adore Dior Parfume – 6 answers. Analyzing this commercial we can see that it’s made in gold color – color of wealth and perfection . The next interesting fact is that Charlize Theron placed into the very center of tv commercial and printed posters – another sign of perfection and ideal proportions.

Another interesting result was received about mascara commercial. As the eyes – second thing we pay attention on, advertising and concept makers focusing it exactly on eyes – often strict, aggressive and confident sight with intensive black lines around eye, on other hand we can notice sometimes eyes looking up and right, expressing tenderness of mascara’s user.

Section 3. "Dior Addict" perfume commercial

What did you feel while watching this beauty commercial?			What does impress you much in this commercial?
Excitement	4	10%	Model	10	24%
Anger	1	2%	Brand	6	15%
Envy	3	7%	"Story"	7	17%
Admiration of model/actress's beauty	11	27%	Product itself	3	7%
Willing to look like the model	10	24%	Nothing	9	22%
Confusion	4	10%	Other	6	15%
Other	8	20%

Here it can be noticed that respondents admire model’s appearance and at the same time are impressed by her and to look like she. On the other hand one quarter of interviewed people didn’t find anything interesting and just under one quarter of total answers belongs to story line of advertisiment. There are no much important answers among option “other”.

What did you feel while watching this beauty commercial?

What does impress you much in this commercial?

To what extent did you like the model’s appearance?

That part of questionnaire is the most important and the most interesting. In compilation with the previous received information it looks contradictorily – respondents outlined that they had been impressed by model’s appearance, but at the same time more than half of them evaluated her look from 1 to 3 whilst only 15 of them from 4 to 5. But this is difficult coincidence, because there are only 9 people among all the 41 respondents who completely liked the model (evaluated her at the highest rank in 3 questions at the same time):

Extremely considerable point is that people after watching this commercial are not willing to buy this product. Only 4 respondents gave their grade 4-5. Remain respondents were not impressed co much or had negative impression. Moreover nearly three quarters of respondents were dissatisfied by the advertisement.