期刊名称：Acta Universitatis Nicolai Copernici. Zarządzanie
印刷版ISSN：1689-8966
电子版ISSN：2450-7040
出版年度：2017
卷号：44
期号：4
页码：39-51
DOI：10.12775/AUNC_ZARZ.2017.049
语种：English
出版社：Nicolaus Copernicus University Press
摘要：The FCB model says, luxury cosmetics advertising should be based on emotional ar guments. The argument in advertising is dependent on the motives of the consumer when buying the product. In this case, Vaughn assumed that man was driven by the need for prestige and the expression of his personality. Meanwhile, economic practice has verified the FCB grid as well as many other advertising models. For the purposes of this article, various models of advertising influence have been reviewed and an authoritative approach to advertising cosmetics as luxury goods has been proposed. The main research objective is to indicate the conditions that determine advertising for luxury cosmetics.
其他摘要：Zgodnie z modelem FCB reklama kosmetyków luksusowych powinna opierać się na argumentacji emocjonalnej. Argumentacja w reklamie jest zależna od motywów, jakimi kieruje się konsument przy zakupie danego produktu. W tym wypadku R. Vaughn zakładał, że czło
关键词：advertising; persuasion; consumer; aims of advertising; luxury cosmetics
其他关键词：reklama; perswazja; konsument; cele reklamowe; dobra luksusowe
