Advertising Appeal and Emotional Awakening: The Influence of Rational and Emotional Beauty Advertisements on Consumer Purchase Intention

Abstract

In recent years, the advertising industry in China has experienced rapid development and is regarded as an important tool for driving economic growth and brand shaping. The rise of short video platforms has brought new opportunities to the advertising industry. With the increasing importance of consumer attitudes and preferences towards brands in purchase decisions, advertising formats are constantly evolving, with short video advertisements becoming one of the mainstream formats. This paper aims to explore the impact of different advertising appeals on consumer behavior, with a focus on beauty and skincare product advertisements. Through experimental methods and in-depth understanding of consumer responses to emotional resonance in advertisements, this research aims to provide new creative insights for advertising creators, help businesses with market segmentation, and develop marketing strategies that better align with consumer emotional needs, in order to enhance brand image and development strategies.