摘 要：伴随着日益繁荣的化妆品市场，化妆品广告不论在线上还是线下都占有很大比重，并且对女性受众的消费理念和消费行为产生了重要的影响。化妆品广告利用各种诉求策略，向消费者传达产品信息，从而实施购买。广告希望能够达到更好的效果，但由于时代的发展，女性消费心理的变化，促使广告诉求策略也应该根据不同的女性消费心理，结合产品特点，更快速，更深入地到达消费者内心。合理的广告诉求内容，准确的广告诉求方式，完善的广告诉求策略，是化妆品广告能否最大程度激发消费欲望，传达广告信息的关键。而对于女性消费心理的把握，使其运用到化妆品广告的诉求策略上，从而更好的到达消费者。本文主要以各种女性化妆品广告为例，从女性消费心理，广告诉求重点、诉求策略等方面的化妆品广告进行分析，试图去发现女性消费心理对诉求策略的影响，以及诉求策略如何牢牢抓住女性消费心理，从而达到促销产品的目的。92944

毕业论文关键词：女性消费心理，化妆品广告，诉求策略

Abstract: With the growing prosperity of the cosmetics market, cosmetics advertising both online and offline have a large proportion, and the audience of women's consumption concept and consumption behavior has an important impact。 Cosmetic advertising uses a variety of appeal strategies to convey product information to consumers, and thus the implementation of the purchase。 Advertising hope to be able to achieve better results, but because of the development of the times, the change of female consumer psychology, the advertisement strategy should also be different according to the female consumer psychology, combined with the characteristics of products, more quickly and more deeply to the hearts of consumers。 The reasonable content of advertising appeal, the accurate way of advertising appeal, the perfect advertising appeal strategy, is the key to the cosmetics advertising to maximize the desire to stimulate consumption, advertising information。 As for the grasp of women's consumer psychology, so that the application of cosmetics advertising strategy, so as to better reach consumers。 This paper mainly to a variety of female cosmetics advertising as an example, from the female consumer psychology, cosmetics advertising demands focus, appeal strategy and other aspects of the analysis, trying to find the influence of female consumer psychology demand strategy, and the strategy of how to firmly grasp the demands of female consumer psychology, so as to achieve the purpose of promotional products。

Key word: Female consumer psychology, cosmetics ads, appeal strategy

目  录

一、前言 4

二、化妆品广告的受众分析 4

三、化妆品广告受众的消费心理分析   5

    （一）消费心理特征     5

    （二）原因分析   7

四、消费心理下女性化妆品广告源F于K优B尔C论V文N网WwW.youeRw.com 原文+QQ752^018766 诉求策略的选择 7

（一）理性诉求策略 7

（二）感性诉求策略 9

（三）情理结合诉求策略 11

（四）隐性诉求策略 12

五、女性化妆品广告诉求策略存在问题及对策 13

（一）广告诉求中存在的问题 13

（二）解决问题的对策   14

结语   15

参考文献   16

致谢     17

一、前言

目前国内对于基于女性的消费心理来研究化妆品广告的诉求策略比较少，但是国内的化妆品行业在近几年发展迅猛，因此本文的研究将具有较强的理论与现实意义。本文主要采取文献调查与内容分析相结合的方法，以各种女性化妆品广告为主要例子，总结女性消费心理与化妆品广告诉求策略之间的关联，以及化妆品广告诉求策略里如何抓住女性消费心理，为丰富这一领域的广告研究做一定的探索。