Análisis comparativo de las estrategias publicitarias utilizadas por las marcas de cosméticos para dirigirse a dos generaciones de consumidores: baby boomers y generación z

The general objective of this investigation was identifying the advertising strategies used by the cosmetic category to address two generations, baby boomers and generation z. To do so, there was three type of analyzes: point of purchase, in- depths interviews and advertisements that was done so by free and systematic observation and content analysis. What was found in regards to the ‘dialogue’ or approach method on behalf of the cosmetic category was the following, in the baby boomer category the two main colors in their adverts and point or purchase material were black and gold, black is associated with power, strength, elegance, rebellion and sophistication while gold is associated with courage, wealth and wisdom. Taking into consideration that the products lines focused on this demographic are far more expensive than others, the primary and secondary packaging as well as the images used need to reflect that elegance, grace and youthfulness. The argumentative dialogue varies but relays more on logical – rational because they want to showcase the benefits, the either ‘unique’, ‘innovative’, ‘natural’, ‘revolutionary’ ingredients. In the case of generation z, the main colors used are blue, white and pink mostly always over white background. White is synonyms of goodness, innocence, purity and cleanliness. Blue symbolizes loyalty, strength, wisdom and trust. Finally pink is associated with sweetness, playfulness, femininity and tenderness. The dialogue tends to focus on the future and what repercussions can be avoided as well as time efficiency. What was found in common in regards to adverts, they primarily use the creative path of problem – solution. The problem is either sun exposure, lines of expression, wrinkles, lack of moisturizer and the solution is always the brand. There can be potential there in regards of advertising with different creative paths. Brands have a general understand of each generation in regards to want and needs but there is still a missing step to achieve a bridge or relationship between consumer and brand. In the interviews the majority of those interviewed either didn’t view advertisements of the brands they used, didn’t trust or care for advertising or didn’t find it necessary

• Autores: Cabas Esquivel, Jeanine Hannah
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2018
• Institución: Universidad Autónoma de Occidente
• Repositorio: RED: Repositorio Educativo Digital UAO
• Idioma: spa
• OAI Identifier: oai:red.uao.edu.co:10614/10613
• Acceso en línea: http://hdl.handle.net/10614/10613
• Palabra clave: Publicidad; Estrategia publicitaria; Generación Z; Baby Boomers; Lenguaje publicitario; Comunicación Publicitaria
• Rights: openAccess
• License: Derechos Reservados - Universidad Autónoma de Occidente