An Analysis of Emotional Appeals Used by Global and Regional Cosmetic Advertisers

Abstract

According to Mueller (1991), there are 4 traditional theories that explain advertising effectiveness. One of the most frequently used is the economic theory. In it, consumers are viewed as rational humans, who will make purchase decisions rationally. The basis for their decisions will be the information they receive from advertisements. This theory has provided the conceptual framework for much of the work done in the area of advertising effectiveness.