For ages, in depth analyses address the cultural issue worldwide. A key consideration for marketing managers is recognizing that cultures are based upon different assumptions about the way societies should do things. A set of criteria underlined over this paper maintains the controversy between standardization and adaptation strategies through French and Chinese cosmetic advertisements. Worldwide organization involves different values and challenges have to be overcome to succeed. Put consumers' buying motives in touch with adverts by being thorough require consumers' high involvement. Despite the importance of keeping a single target, promises, proofs and benefits for consumers have to be relevant and eyes catching in order to maintain the brand awareness. Hence, emotional appeals can converge into positive or negative impacts on product and brand' notoriety.
[...] Statista. Retrieved July from http://www.statista.com/statistics/243967/breakdown-of-the-cosmetic-market- worldwide-by-product-category/ China's cosmetics market (2012). Li&Fung Research Centre. Retrieved July from http://www.funggroup.com/eng/knowledge/research/industry_series20.pdf China's cosmetics market. (2014). Fung Business Intelligence Centre. Retrieved July from http://www.funggroup.com/eng/knowledge/research/industry_series24.pdf Collins, F.S. Animal Experiments: Overview. Peta. Retrieved July from http://www.peta.org/issues/animals-used-for-experimentation/animals-used- experimentation-factsheets/animal-experiments-overview/ Color Meaning. Color Wheel Pro. [...]
[...] The potential success of this product in China could also be underlined by the creation of an advertising dedicated to sing the praises of it (Appendix X.d). Through a pledge of a “new born shine” due to a French brand, consumers will hope to benefit from the best skin care available. Consumers are free to translate by themselves the product name “life energy”. The marketing claim is here based on the product features not in term of skin result but in term on psychological results A search of authenticity and safety China is reached by a huge atmospheric and water pollution problem and consumers would like to own and use safe products respecting and protecting their skins. [...]
[...] This paper will compare them following the idea that they are respectively representing opposite cultures. In order to successfully highlight their cultural and advertising strategies, this study will not only accentuate the differences in print cosmetics advertisements in the two countries chosen, but also their common points. The data analysed in this report comes from quantitative researches based on different supports. By using quantitative research this paper will be able to underline coherent data, and generate some conclusion from various texts and observations. [...]
[...] [many countries are] considering taking actions [and, she] want[s] China join them. Animals don't need to die for our cosmetics industry” (http://www.hsi.org). Be cruelty free is a campaign launch to gather worldwide testimony to end this phenomenon. Gathering around it are some celebrities from different nationalities such as Paul McCartney, Chrissie Hynde, Fernanda Taveres or even Justine Jenkins. May things changed? May Chinese be influenced by Zhu Zhu's speech? May cosmetic world become a safe one for every form of human life? [...]
[...] However, following the importance of cohesion and balance in China, the aqua color is dominating the advert. On the other hand, French advert is more focused on the purity and the innocence in order to better impact targets' minds and facilitate the message interpretation and understanding. This explanation can be defined by the context theory. Indeed Chinese marketers are more vague compared to French ones, who are directive and accustomed to getting straight to the point. Consequently, here, the message diffused will have more chance to be understood if adapted to the target Compromised strategy • Estee Lauder The Chinese advert has been based on product settings, a strategy highly adapted to appeal to trends and Chinese consumers' expectations. [...]
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