Research Of Influencing Factors Of TV Cosmetic Advertisement’s Brand Communication Effect

Today, the world has entered the era of brand, consumers’ brand consume andpurchase awareness grow with each passing day. The enterprise competition tends tobe “white-hot”, brand building has become the strategic tool for enterprise product’score benefits differentiation. But, brand building doesn’t mean the generation ofbrand value, before the media doesn’t pass to the target consumers, brand value canonly be zero. And the essence of advertisement is to persuade the target consume tobelieve and buy the brand that advertisement communicate. Because its refining andvivid feature has a unique effect on brand sales, advertisement has gradually becomethe most important tools of brand communication.In the new media environment, Internet advertisement is surging, but because ofTV’s wide coverage and visualization, it still occupies the advantage of media and isstill the largest media of advertising volume.TV cosmetic advertisement is a worthyforce in retail advertisement, according to the first half of2013advertising rankreleased by ADEvaluation, cosmetic advertisement ranks first place. Obviously, TVcosmetic advertisement shows a strong development momentum. Based on the typicalTV L’Oreal advertisement, this paper aims to analyze various influencing factors ofTV cosmetic advertisement’s brand communication effect, gives some suggestionsand help to enhance its advertising brand communication effect.Based on mainly questionnaire, this paper distributed300questionnaires. At first,this paper analyzes some interviewees’ basic information about name, age, job,income to confirm reasonable distribution of data. Then this paper makes correlationanalysis about significant correlation between five influencing factors of TV cosmeticadvertisement’s brand communication (Communication Subject, CommunicationContent, Communication Media, Communication Audience and CommunicationEnvironment) and measurement of its brand communication effect. The researchresults shows that TV cosmetic advertisement’s brand communication subject,communication content and communication audience have the most significantimpact on TV cosmetic advertisement’s brand communication effect, communication environment takes second place, television medium has the least significant impact onTV cosmetic advertisement’s brand communication effect.Based on the investigation and research, the paper suggests that L’Oreal shouldpay more attention to its brand credibility and brand influence, and attach importanceto the credibility and reputation of advertising spokesperson in the audience’s heart; Itshould focus on mastery of TV L’Oreal advertisement information’s features, such asinterested, real, and vivid information; It should grasp the repeat moderation on TVL’Oreal advertisement and improve the release of digital television mediumadvertisement; It should focus on consumers’ real needs and find the right opinionleaders; It should pay attention to television channels’ broadcast quality, and raisetheir packaging design.