THE ADVERTISING APPEALING OF FASHION MAGAZINE COSMETICS—FOR EXZAMPLE “VIVI” MAGAZINE
ABSTRACT: Fashion magazines have sprung up everywhere, making the content in those magazines becomes almost the same as others, so the rivalry of attracting the advertiser to advertise between the magazines becomes intense. The advertisements of cosmetics make the biggest part of the ads in fashion magazines, and they have been the guide of many readers except for the content of the magazine itself. According to the theory of second-time selling, the customers transform from the increase in amount to the change in essence, the consumer's level of involvement from inertia to ecstasy, and the magazine publishers gain more and more fixed circulation and incomes, so whether the cosmetics ads are popular determines the circulation of the fashion magazines and their possess of the market, and they may even decide they can exist or not. Through analyzing the major point, the form and the strategies of cosmetic advertising appeals in the “ViVi” magazine, we know that the major point is unclear, aimless and lacks difference, which makes the product and the brand vague and can't attract the customers to buy it. Also, an unfit way of advertising appeals make ads can't express its meaning as expected. All those problems above lead to less circulation and possess of the market of the fashion magazines. We can solve them through choosing a right target and major point of advertising appeals and adopting a rational mode to express ads. In this way to promote the further development of the fashion magazines.
Key words：fashion magazine；cosmetic；advertising appeals
