Consumer Behaviour: Estee Lauder

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

In Jib Fowles article, “Advertising’s Fifteen Basic Appeals”, he shows us fifteen ways commercials try to appeal to people around our country. The need for sex, need for affiliation, the need to nurture, need to aggress, need to achieve, need to dominate, need for prominence, need for attention, need for autonomy, need to escape, need for aesthetic sensations, need to satisfy curiosity, and physiological needs. These needs are all how companies appeal to our needs to interest us into buying their product. These appeals can be seen in almost every

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

Her and her husband were the company at this time , only giving out a handful of products . In need of a facility to create these products the Lauders converted a Manhattan restaraunt into a factory. She would sell during the day and then cook up all her creams and oils at night. Estee landed her first department store order for her cosmetics. Saks Fifth Avenue bought $800 worth of cosmetics from Estee, which sold out in two days .Another good strategy Estee used was when someone bought one of her products you would get a free gift along with the purchase. The couple opened their first store in New York in 1944. Estees dedication to get her cosmetics in department stored payed off in the 1950s. Her line became a regular feature in stores such as :I. Magnin, Marshall Feild's, Nieman-Marcus and Bonwit Teller. The Lauders invested their entire $50,000 advertising budget in samples to be offered through direct mail, charity giveaways and as gifts with purchases. (Lauder's "free gift with purchase" technique would become a company trademark and later, a standard industry practice.) The result was thousands of new customers. Lauder continued to broaden her product line, introducing (among other things) male toiletries under the Aramis brand name and the first line of fashion-oriented, allergy-tested cosmetics, Clinique. In addition, Lauder set out to conquer the rest of the world, convincing Harrod's of London and Paris' Galleries Lafayette to carry her products. By the mid-1970s, Lauder's products were on the market in more than 70 countries

Jean Kilbourne shows that the major messages is that exhilaration come from products, and ads are guided customers away from what make them really happy. Every sentiments is used to sell something and leave shoppers romantic about the products.Advertisers exploit buyer's human desires for link, calmness,esteem, and

Good advertising messages are especially important for today 's high cost and saturation of advertising medium. Average consumer has access to variety of television channels and radio stations, as well as wide selection of magazines that contain advertisements specifically targeted for the consumer. Countless catalogs, advertising by mail, and a steady stream of other advertising media can be added to traditional methods. Consumers are literally bombarded with advertising messages at home and at work, and on the street. Some customers get tired of all this turmoil advertising. In addition, it causes a big problem for advertisers. It’s becoming too expensive and sometimes difficult to stand out from the crowd.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals:

Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.

The message conveyed through the advertising appeals influences the purchasing decisions of consumers. In this case, the advertisement was aired by Carl’s Jr fast food restaurant to advertise their new “all natural burger”. It was aired during the Super bowl because majority of the audience, men and woman, are watching the game. And it makes it easy for them to put their product out because most people that watch the Super bowl just watch the commercials.

Estée Lauder has an extremely large presence as the global leader in prestige beauty with products being sold in more than 150 countries. This global success is attributed to their focus on cultural relevance, making sure that their products, signage, marketing etc. appeals to consumers in each local market.

7.What is the denotation of the advertisement? 8.What is the connotation can we infer from the advertisement? 9.what discourses are present? (need to include bias) 10.What presentation have been communicated?

There was a time when advertisement were made only to market and sell the products but now dramatic changes have taken place in this field (Shead and Dobson 01). Today companies not only want to sell their products but also aim to create emotional attachment with the customers for which they do emotional or subliminal advertising.

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

The Estee Lauder Companies Inc. engages in the manufacture, marketing, and sale of skin care, makeup, fragrance, and hair care products worldwide. It offers skin care products, including moisturizers, creams, lotions, cleansers, sun screens, and self-tanning products; and makeup products,