The cosmetic industry is becoming the latest growing industry in the world because, in this showoff era, everyone wants to become beautiful. This study is focused on the advertising of cosmetic products. The purpose of this study is to examine the effectiveness of the positive and negative approaches of cosmetic advertisements. In the positive approach of advertising examine the awareness, and persuasiveness and create brand loyalty and in the negative approach, check the role of advertising in creating the perception of misconception among consumers and how it plays with the emotions of the people by manipulation. An additional aim was to find out the variables that make the promotional appeal more effective. For this purpose, a good questionnaire was prepared and filled by the respondents classified on a rural and urban area basis. The findings from this research are that rural respondents watch/listen/ read the entire part while urban respondents watch/listen/ read some part of the advertisement. They consider Television and the internet the best source of awareness of cosmetic products.

本作は、美への渇望が加速する現代の光と影を、緻密な分析で描いた野心作です。著者のレカ・ラニは、広告という魔術がいかに人々の自意識を操り、時に「誤解」という名の呪縛を植え付けるかを鋭く告発します。ポジティブな訴求の裏に潜む巧妙な感情操作の解明は、単なるデータを超え、現代を生きる私たちの心を映し出す鏡として機能しています。 特に、都市と地方の対比から導き出される消費心理の差異は、情報の豊かさが必ずしも精神の充足に直結しないという皮肉な真理を提示します。数値の裏にある「美しくありたい」という切実な人間ドラマに触れるとき、読者は自身の価値観を激しく揺さぶられることでしょう。