Advertising Appeal Influence on Consumer Buying Behavior in Beauty

This literature review investigates the influence of advertising appeals on consumer buying behavior within the beauty and hair care sector. It begins by defining advertising appeals as communication tools used to attract consumers and explores their significance in a market where individuals are highly conscious of their appearance. The review delves into the conceptual framework, examining how advertising appeals, including emotional, rational, and fear-based strategies, impact purchasing decisions. It traces the history of advertising appeals, from ancient forms to modern digital strategies, and highlights the beauty industry's reliance on celebrity endorsements and attractive campaigns. The analysis draws upon various sources, including academic journals and online articles, to provide a comprehensive understanding of the topic. The review emphasizes the importance of advertising in the beauty and hair care sector, where consumers seek high-quality products and are influenced by brand image, ultimately influencing their purchase decisions. The review also explores the various advertising appeals, such as emotional, rational, fear, and sexual appeals, and how they are employed to persuade consumers to buy products and services in the beauty and hair care industry.

Research Proposal

Title
Advertising appeal influence over consumer buying behaviour in the beauty and hair care
sector.
Literature Review
Literature review is defined as a comprehensive analysis of past investigation over a specific
research area. Therefore, this defined as the most imperative area of an investigation which helps
the investigation in providing a suitable path to describe the issue effectively. This is the second
most imperative area of an investigation which is effective in providing a descriptive theoretical
framework which helps the researcher and learner to enhance understanding in relation to the
chosen study area. This bit of assessment is joins over investigation question in which the issue
of investigation is completed in suitable manner. This area of assessment is done through get-
together data and information by methods for secondary sources, for instance, books, journals
and online articles and websites. In this area of assessment mainly based on past investigation
reports, therefore, this support the entire exploration with the help of directing investigator in the
right manner to gather information. For undertaking this current assessment reliant on
determining the influence of advertising appeal over consumer buying behaviour in the beauty
and hair care sector, literature review is ground-breaking in outfitting clear examination with
deciding the sentiment and perspectives on writers and scholars who are having critical thought
regarding the equivalent. In this way, the significant reason for literature review is to offering
appropriate help through creating hypothetical information in which fitting examination is being
executed by means of breaking aim and objectives of the exploration. Be that as it may, this
portion of exposition is compelling in giving illustrative system which helps a person in
investigating understanding according to this particular region.
The conceptual framework of advertising appeal in the context of beauty and hair care sector.
Advertising appeals mainly refers as the communication tools which marketing and
advertising professionals uses to grab attention and persuade individual to buy or act on a
particular thing. According to the views expressed by Hitesh Bhasin, 2020, advertising appeal is
an effective tool which is imperative in the context of business to develop the operations and
progression of the business. Therefore, advertising appeal is mainly defined as the strategy for
grabbing the recognition of individual to persuade them to purchase a business product or
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services. This approach is well known for marketing and advertising strategy. In another words,
Advertising Appeal is also recognised as an igniting force that affects the buyers mindset in
regards to a product or services. Therefore, it not the only aspect in the marketing mix that
initiates a buyers for purchasing a particular product but it is definitely one of the advertisers'
most imperative and unique strategic decisions which widely influences the selection of an
appropriate appeal. However, Advertising appeals are designed in a way so as to create a positive
image of the individuals who use certain products. Advertising agencies and companies use
different types of advertising appeals to influence the purchasing decisions of people. In addition
to this, advertising is considered as a form of communication which is implemented to persuade
an audience to take some actions with regards to products, services and ideas. Eventually, the
prescribed outcome is to drive buyers perception with regards to a commercial offering, hence
political and ideological advertising is also common. In today’s modern business era the primary
obligation of the businesses is to attaining higher growth and success and for this, businesses and
its management are concern over exploring business operations at wider level. However,
Advertising has become one of the most imperative business aspect in today’s modern and
competitive era, thus, businesses are concern over investing a large part of their budget to
produce and run advertisements for promotions to communicate information about their
company and products to the buyers, Therefore, this is the best approach is enhancing
recognition in relation to the business products and services. Although, businesses hope that
buyers will purchase their items due to the advertisements, that deliver messages in relation to a
certain brand aid its products. In the context of beauty and hair care industry, advertising has
imperative value, as in the modern market individual are very much conscious about their beauty
and hair looks. Therefore, due to high environmental impacts individual are facing a lot
challenges due to their skin care and in this particular sector people prefer high quality products
and services with higher brand image. According to the views analysis of Yashaswini Agarwal,
2014, Advertising appeal is characterized as a correspondence methodology which showcasing
and promoting experts applies to catch eye and convince individual to purchase or act. In another
words, publicizing bid is likewise alludes as a technique for catching the eye of the person to
convince them to purchasing their items and administrations. also, advertising appeal renders
appropriate proof or incite an enthusiastic state which helps to impact the intended interest group
to buy a specific item or administration. Along these lines, Marketing specialists are isolated
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them independently however the most widely recognized interests are feelings, rationale, and
notoriety. With regards to magnificence and hair care segment, publicizing advance assumes
critical job in making individuals mindful about the items and administrations offered by the
business or industry, subsequently, promoting request is additionally basic in including the
depiction of the items and speaks to its benefits and faults which can be compelling as far as
drawing in clients towards the items and administrations. Beauty and hair care is the leading
industry which has wider influence over the consumer market and effectively be implementing
advertising appeal for the purpose of influencing the buying behaviour of the customers towards
a product and services. Despite from this, the beauty and hair care companies are focusing over
conducting an attractive advertising campaign in which they probably cast an attractive face
which helps the business to deliver appropriate idea about the product features and its qualities,
thus within market customers are mainly preferring to use high quality products which are
imperative in providing effective results. However, imperative advertising appeal helps the
businesses in grabbing the attention of buyers in regards to a specific product or services and
render high chances of growth and success.
https://www.marketing91.com/advertising-appeal/
https://www.slideshare.net/Yashaswini100/advertisement-appeals-34029345
The history of advertising appeal and its approaches that are effective in regards to the growth
of beauty and hair care sector.
Advertising appeal is defined as the communication tool which marketing and advertising
professionals use to grab attention and persuade individual to buy or act. Therefore, advertising
appeal is an important aspect which plays an effective role in the growth and development of the
business. According to the views analysis of Katherine Frith, 2014, advertising is refers as a
marketing communication which employs an openly sponsored, non-personal message to
promote or sell a product, service and ideas. The history of advertising can be analysed through
the ancient civilisations, thus it become a serious force in capitalist economies in the mid of 19th
century which is encompasses over primarily on newspapers and magazines in the 20th century.
However, the advertising appeal has grown at continuous basis with the new tools likewise direct
mail, television, radio, mobile devices and internet.
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Egyptians applied papyrus to create sales messages and wall posters, thus, commercial
messages and political campaign displays have been found in the ruins of Pompeii and ancient
Arabia. Lost and originate advertising on papyrus was ordinary in Ancient Greece and Ancient
Rome. Therefore, wall or rock painting are also defined as the commercial advertising which
shown on another manifestation of an ancient advertising form, that is present to this day in
many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back
to Indian rock art paintings which date back to 4000 BC. History tells us that Out-of-home
advertising and billboards are the oldest forms of advertising.
The obsession of the youth and beauty renders thousands of individual to provisions
searching for a quick fix. Therefore, it has been seen that, teens are mainly affected with the
beauty and hair care industry as they are very much courageous about their looks and social
gesture, thus, the looking into cosmetics retailers, teenagers are mainly demanding over makeup
to make them look more mature while middle-aged females are sourcing for the best anti-aging
cream for their skin to look younger than their age. However, the beauty industry basically
encompasses over on all sort of influencing tools to sell the products and services. However, in
today’s modern business era, beauty and hair are termed to be the most developing industry
which has wider influence over affecting the mind set of individual to buy products and services.
Brands in beauty company like to rely over celebrities to sell their beauty items. This beliefs is
often the momentum behind advertisements for makeup, skin products, and hair products. This
causes consumers spend extra amount over products which might not be appropriate or
practicable on individuals. Selection of celebrities are termed to be the best choice within beauty
and hair care industry, thus celebrities can also assist to create brand awareness via encouraging
items as consumers believe the product is applied through the celebrity and this can influence
buyers decision to purchase a particular product or services.
As per the views stated by Tricia Folliero, 2018, advertising appeals are assorted tools which
are implemented to attract customers. Basically advertising appeal mainly renders evidence or
provokes an emotional response which helps to convince the targeted audience to buy specific
products and services. In today’s modern business era, organisations are concern over attaining
higher growth and success and for this, they are focuses over implementing effective advertising
appeals to influence the decision of buyers to buy a product or services. As per the views
analysis of Alethea Middleton, 2020, There are assorted most common psychological strategies
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which are effectively be implemented by the advertisers to arrive at their target audience and
persuade them to buy, the suitable approaches are defined as under:
Emotional Appeal: This is an effective appeal which is designed to create an audience based
positive perspective with a brand. Therefore, these appeals are mainly focus over individual trust,
joy, love, loyalty and happiness that an individual can leverage via the implementation of
powerful music and imagery. This can also be implemented by the beauty and hair care industry
to convince individual to buy a business products and services.
Fear Appeal: This is also another key approach, thus fear can appeal to individual when a item
or facility is required to help in decreasing the hazard in an individual’s life likewise, risk of
financial failure, risk of skin damage, poor health issues, security of losing a home and even
political choices. Therefore, the emotion of fear can plays a vital role in influencing an
individual’s intention to buy products and services. In the context of beauty and hair care
industry, the fear approach is effective as individual are very much conscious about their looks
and prefer high quality products to make them self standout and look best.
Rational Appeal: This is also defined as an imperative aspect of advertising appeal, thus it can
be very constructive even with emotional subjects, helping target audiences in analysing the
appropriateness of a item in an indisputable manner. Therefore, rational appeal mainly applies
facts, logics and the information to convince buyers to buy products and services. However,
beauty and hair care businesses are implementing this approach to defined the products detailed
with actual facts and this will helps the business in grabbing the attention of buyers to wards the
products and its features.
Sexual Appeal: This defined as one of the best advertising appeal, thus sex and advertising has a
positive relationship which plays a vital role in making advertising more attractive. The approach
regarding applying sex appeal in marketing has been changing from the past few years but it
remains a very controversial area within advertising subject. On the other side, it objectifies
women and men or sexual imagery can be very effective and it can be, paradoxically, applied to
create attention to serious social issues. This can also be an approachable within beauty and hair
care industry to attain growth via attracting buyers towards the quality of the beauty cream.
The personal appeal: this advertising connects individuals on human level by utilizing different
emotions. This kind of advertisement usually have to do with human to human interactions. For
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humanitarian organisation which are trying to get individuals to donate their cause, personal
appeal is an appropriate choice.
The youth appeal: in this type of appeal, company draws the attention of youth towards the
product. for the organisation operating in beauty and hair care sector, the youth advertising
appeal is the most appropriate one. It draws on desire of people to battle the impact of aging as
well as stay young for long time. These types of ads are targeted towards old aged people and
offering them a way to feel or look younger. This is an emotional appeal technique which is
highly effective in promoting beauty product which are anti-ageing their young looking models
present their good looks to these products.
https://www.researchgate.net/publication/
273633133_Globalizing_Beauty_A_Cultural_History_of_the_Beauty_Industry
https://visme.co/blog/types-of-advertising-appeals/
https://smmadvertising.com/seven-appeal-strategies-advertising-campaigns/
The significance of advertising appeal for the success of beauty cream within UK.
According to the views expressed by Anne Marie Orr and Joseph Shinn, 2020, the
advertising appeal mainly defined to the approach which is implemented to attract the attention
of the buyers and affects their feeling about a product, services and interest. In addition to this
advertising appeals are mainly created in the way so as to develop a positive image of the people
who applied specific products and services. However, businesses in today’s world and agencies
are implementing assorted advertising appeals to affect the buying decision of the individual.
The hair care and beauty industry has its wider presence within market and the beauty industry
has a familiar occurrence within United Kingdom’s shops, on its high streets, and via the mixed
media which carry its adverts. Therefore, a wide and diverse range of daily fundamentals, luxury
products and private services, consumers are widely encompassing over the beauty industry for
the purpose of fulfilling their daily needs, thus the demand and innovation has put the beauty
industry at the heart of the UK economy, while also implementing a wider cultural footprint.
According to the views expressed by Natasha Spencer-Jolliffe, 2019, the beauty industry of UK
has contributed a total of 28.4 billion in the year of 2018 to the nation’s economy which mainly
resulting in the evaluation of the United Kingdom’s consumptions of beauty products and
services within the year of 2018 at 27.2 billion. Therefore, the growth of beauty industry is high
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within UK as it is the most developed country where people are concern about their physical
appearance, thus, industries in beauty and hair care sector are concern over implementing
effective advertising appeals for the intention of approaching people to buy their products and
services. Hence, advertising is recognised as one of the imperative commercial action in today’s
modern competitive business era, thus the businesses has concern over investing a huge amount
to produce and run advertisements for promotions to communicate data about their products and
its features, thus, advertising appeal has wider significance in the manner of creating higher
growth and success for beauty and hair care industry within UK, Beauty cream is the most
applied product of this industry, as individual are very much concern over making themselves
stand out by applying a high quality beauty cream which helps them to look attractive and also
protect their skin, however, the key importance of advertising appeal in the context of beauty
cream are associated as below:
Increasing brand reputation: This is the key benefit which is attained by the businesses through
implementing advertising appeal, thus, businesses in UK are concern over using advertising
appeal for increasing the reputation of the brand via casting a celebrity as individual are having
faith over a good and attractive face in the term of using a beauty cream. However, the suitable
Generating product awareness: This is also termed to be the important aspect which is
imperative in providing value via implementing effective advertising appeal for the business. In
the context of beauty cream, advertising appeal is significant in developing awareness among the
customer about the products features and its quality, thus the businesses needs to implement
suitable appeal of advertising which helps the business in exploring the product at wider level.
The beauty and hair care industry implements suitable approach of marketing in which they
showcase the entire detail of the product as this considered to be the best approach to enhance
the development of beauty cream.
Enhancing customer base: customers are the heart of business, and advertising appeal works as
the key communicator of business which helps in rendering suitable product details to the media
at a wider level and enhance the customer’s base. Thus customers relation to cosmetic products
are very much relay over the brand image and the advertising as individual prefer premium
quality products to improvise their beauty and making themselves stand out among the people.
However, in this particular industry women are the targeted customers as they are mainly
affected through the representation of the product and the way of featuring the product with its
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suitable benefits, thus an advertising appeal helps the business to attract customers and retain
them for longer run of business operations.
Developing product recognition: The businesses working for attaining higher growth and
competitive edge and for this they are concern over enhancing recognition about their product
and services. However, businesses are implementing effective advertising appeal which are fit
for a particular product as it plays vital role for the business in creating awareness among the
people about the products. Hence, this create value for the firm in increasing the sales via the
major attraction of the buyers towards the products and its features. For instance, in the context
of beauty cream the business is using sex appeal or rational appeal for which helps the business
to attract buyers through its representation and rational appeal will helps in describing the facts
about the products effectively.
Increasing profitability: This is also a major advantage which is attained by the business through
implementing an effective advertising appeal. However, advertising helps the business in
improvising its sales and revenue via attracting more and more customers towards the product
and its facilities. In addition to this, competition within today’s market is high and organsiations
are investing a huge amount in the promotion of the product and services, thus an effective
advertising helps the business to retain their image at the top and helps in generating more
revenue and profitability.
https://study.com/academy/lesson/advertising-appeals-types-examples.html#:~:text=Appeals
%20are%20used%20in%20advertising,companies%20seeking%20to%20gain%20customers.
https://www.cosmeticsdesign-europe.com/Article/2019/07/18/UK-boasts-28.4-bn-beauty-
product-and-services-industry-report-reveals
The relation between advertising appeal and consumer buying behaviour.
As per the view point of Raza, Abu Bakar, and Mohamad, (2017), Advertising appeals are
referred as the communication strategies which advertising and marketing professionals utilise to
gain attention as well as persuade individuals to act or buy. There are three main advertising or
communication appeals including pathos, ethos and logos which in modern terms are said as
emotion, credibility and logic. There are several advertising appeals which are utilised by
marketing professionals to gain attention of customers. These appeals include adventure appeal,
brand appeal, fear appeal, less than perfect appeal, music appeal, plain appeal, personal appeal,
play on words appeal, social appeal, youth appeal etc. All these types of appeals are used in
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organisations for effectively promoting their products and gain attention of customers and
influence them to make purchases. On the other hand, consumer buying behaviour is defined as
the actions taken by customers prior to buying any product or service. This procedure may
involve engaging with post of social media, consulting search engines and different other
actions.
or the organisation in beauty and hair care sector, it is valuable to understand the consumer
buying behaviour process as it assists in developing the marketing initiatives appropriately to the
marketing efforts which have influenced the consumers successfully to buy in past. There are
several factors that influence the buying behaviour of consumers based on which they take the
decisions whether to buy a particular product or not. So, the consumer buying behaviour and
advertising appeal are interlinked with each other. If the advertising appeal of the organisation is
strong, it will help in influencing the consumers and insist them to make a purchase. Effective
advertising appeal will help in gaining the attention of people and persuade them to make
purchase.
According to the views expressed by Lee, and Hong, (2016), there are several types of
advertising appeal strategies which organisation use to gain attention of audience. The
advertisement appeal usually provides information to the consumers that leads to influence their
behaviour responses. It helps in consumer convincing the consumer of United Kingdom to buy
beauty cream. The young people are more attracted towards such kind of products like cream.
Though, the advertisement which fear appeals that marketing professional are utilised to show
threat, it can attract attention of audience (Hussain, and et. al., 2018). The fear appeal utilised by
marketing professional in advertisement has significant relation with purchasing decision of
consumer, which shows that it is likely that fear appeal can influence the buying decision of
consumer. Advertising appeals help consumers in better recalling the advertisement, attract their
attention and evoke their emotional responses towards the beauty cream. The advertisement
appeal has the intensity to grab value as it is strongly impacts on psychology of consumers and
convince effectively to make the purchase. When the brand of the company is advertised at
appropriate level, the purchase intention of consumer is high.
Advertising appeal helps in occupying a strong image in minds of consumers if it is done
appropriately. However, if the company makes ineffective advertising appeal, then it will not
able to attract consumers and convince them to make a purchase. Advertising that company
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utilise to promote its beauty product impacts on consumer buying behaviour by render them with
information and knowledge regarding the price, quality, ingredients, product quantity, name,
colour, product packaging, quality, testimonial and the benefits that provide to consumers. the
advertising appeal helps in developing awareness regarding the products and services of
company operating in beauty and hair care industry and attract them towards the beauty cream.
The advertising appeal that use creative techniques to develop persuasive communication which
promote ideas, products as well as services in such a manner which is consistent with
achievement of objective of advertiser and delivery of consumer satisfaction (Diehl, Terlutter,
and Mueller, 2016). The advertising appeal satisfy three main objectives of organisations
operating in beauty and hair care industry including maximizing the sales of company, ensure
economic and social welfare of society and guarantee consumers a good product. Several media
channels are used by organisations to advertise their product such as magazines, newspapers,
websites, billboards etc.
Advertising appeal has huge stimulating impact on buying behaviour of consumers.
Appealing the emotions of consumers can be accomplished through impactful text, strong
imagery etc. These appeals are persuasive pressures which stimulate an individual to buy
product through speaking to the needs, wants and interest of individuals. The main aim of
advertising is to persuade people and advertising appeal gives right hook to enable persuasion to
incur. These are mainly designed to develop positive mind-set and image regarding those who
utilize product of company. When customers hold positive feelings regarding an advertisement
or a product, their intention to purchase will be strengthened. customer show their interest and
attracted towards the product because of effective communication of advertising message
(Grigaliunaite, and Pileliene, 2016).
The message which is developed to appeal from the consumers highly influence their
purchase intention or willingness to purchase a particular product. The advertising appeal is
categorised into emotional and rational appeals among which the rational appeal involves
product information along with practical content and therefore, developing better purchase
intention attract consumers than emotional appeal. it is found from the study that rational appeal
works more appropriately in gaining the interest of consumers in comparison to emotional. It
will help in improving the purchase intention of consumers more effectively and efficiently. So,
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