An Introduction to the Tendency of Online Cosmetic Advertisement Design

  • Yen-Ting Lai
  • Ching-Yuan Huang
  • Mu-Chien ChouEmail author
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 34)


With the increasing popularity of the Internet, purchase patterns of the public have shown some innovations. This has encouraged advertising industry to march towards the web market, and establish models of communication with consumers. This study is intended to understand the focuses and elements of cosmetic web ads by widely collecting such advertising contents. Typically, in a cosmetic ad, the product endorser is often the subject of the advertisement. Therefore, this study is investigating such points as what role to choose, how demonstration of the difference role is distinguished, and how validity of the difference role is integrated. The current study is expecting to discover the classification of variables that contributed to the design tendency through surveys, and further provide cosmetics and advertising industry with introduction as reference. It is also expected that general rules of cosmetic web ads should be set out for visual designers of web pages, for preference of consumers, and even for applications in the teaching of webpage design.


Advertisement design Cosmetics Online advertisement 


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Copyright information

© Springer India 2015

Authors and Affiliations

  1. 1.Department of Bio-Industry Communication and DevelopmentNational Taiwan UniversityTaipeiTaiwan (ROC)

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