뷰티 광고사진 스타일 유형과 소비자 반응에 관한 분석

Abstract

In the beauty industry, advertising photography serves as a powerful tool to convey brand concepts and evoke emotional connections with customers. The selection of photographic styles is crucial for building brand image and shaping customer perceptions, directly influencing their purchasing decisions. The aim of this study is to examine the diverse styles found in beauty advertising photography and their correlation with consumer responses. The photographic styles in beauty advertisements are categorized into four types: minimalist product display, exquisite compositional scene, model interactive expression, and model separation display. Additionally, the study investigates the differences in how these advertising photography styles affect the purchasing behavior of Chinese and Korean consumers. To achieve this, we selected beauty cosmetics advertisements from the Amore brand as a case study and collected data through online questionnaires. We then used SPSS Ver. 27.0 to conduct hypothesis testing. The research findings indicate that different styles of beauty advertising significantly influence consumers' brand loyalty, and this impact varies significantly based on consumers' nationality and age. Meanwhile, the effect of brand loyalty on purchasing behavior also differs slightly. This study has organized the concepts of beauty advertising styles used in various advertisements and explored how different styles affect consumer responses. It not only provides a theoretical foundation for the expressive forms of beauty advertising photography but also offers insights for the marketing and advertising strategies of beauty products in China and South Korea.