The advertiser talks to the intended audience through "mass media": television, radio, billboards, newspaper and magazines ( Aaker, Batra, Myers, 1992). ... In the advertising process there are, according to Aaker et al, four main institutions: " the advertiser, the advertising, the media and the research suppliers" Aaker et al think that the most responsible people in the formulation of an advertisement are the Brand Managers. ... Cosmetic ads in magazine will use attractive people, that are going to be affect the reader's emotion, for their sexiness or their desirability. ... People are...

• Word Count: 1975
• Approx Pages: 8
• Grade Level: Undergraduate