台灣不僅在電子、半導體產業為國外知名品牌代工，許多歐、美、日知名品牌化妝品，也由台灣生產製造再行銷全球，台灣彩妝品產業隨著製造技術的成熟，逐漸由代工邁向自有品牌。Vaughn（1980）學者利用FCB模式，認為化妝品可歸類於消費者感性思考決策與高產品涉入之範疇，但隨著彩妝品技術不斷提昇，功能多樣且複合化，本研究想探討彩妝產品搭配何種廣告訴求會有較良好之效果，並了解對不同廣告訴求偏好之消費者其背景資訊，並希望能提供予業界建議。

本研究根據研究動機及目的，加入消費者涉入研究構面，利用因素分析、變異數分析、T檢定、集群分析、卡方檢定，對問卷資料加以分析、歸納與解釋，並得到結論如下:
1、無論在廣告態度、產品態度與購買意願上，理性訴求較感性訴求有顯著之效果。2、產品渉入程度低相較於涉入程度高之消費者，面對不同廣告訴求的操弄有明顯的
喜好反應，代表廣告影響對低涉入消費者有較強烈的影響。
3、利用集群分析對理性廣告訴求持正面態度之消費者與對感性訴求持正面態度之消
費者，兩者在背景構成比例上有顯著的差異，其中在「學歷」、「科系」、「喜
愛的休閒活動」三方面有所發現。
4、由此三項「背景」出發，利用觀察法對人口統計資料做分析，發現受測理性廣告
訴求，有較良好廣告效果者，在「工作需要」、「禮貌端莊」、「加強氣色」、
「朋友影響」這四方面購買彩妝動機，有較高的認同；相反的，受測感性廣告訴
求，有較良好廣告效果者，在「愛美漂亮」、「吸引注意」、「朋友影響」這三
方面購買動機，有較高認同感。

Because the manufacturing techniques gradually mature, the cosmetic industry changes from OEM to OBM. In Vaughn（1980）opinions, cosmetics can be products of feeling decision and high involvement. However because the manufacturing techniques gradually improves, cosmetics become more and more compound functional. As a result this research wants to discuss that what kinds of style of advertisements of collocated with cosmetics will have better effect and understand backgrounds of consumers who have different preference for different styles of advertisements.
This research also adds the consumer involvement facet and gets conclusions as below：
1、Advertisements of thinking style have significant effect than of feeling style on the attitude of advertisement、attitude of product and desire for purchase facets.
2、Consumers of low product involvement facing different styles of advertisement have more obviously affinity than those of high product involvement. It means that the advertisements can influence consumers of low product involvement more powerfully.
3、The 「education」、「major」、「leisure activity」 of consumers who have positive attitudes to advertisements of thinking style are different significantly from those of consumers who have positive attitudes to advertisements of feeling style.
4、The motivations of consumers who have better advertisement response to advertisements of thinking style for buying cosmetics are 「need for work」、「manner」、「enhancing color」 and 「affected by friends」； on the other hand motivations of consumers who have better advertisement response to advertisements of feeling style for buying cosmetics are 「good-looking」、「attracting」、「affected by friend」.

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