IMPLEMENTATION OF THE CONCEPT “BEAUTY” IN ADVERTISING OF BIOLOGICAL ACTIVE ADDITIVES (COMMERCIAL OFFER AND CUSTOMER'S EXPECTATION)

The authors of this article analyze the concept “beauty” in advertising communication. The material of this research is taken from the commercials of dietary supplements in national media and from the data of the survey of the consumers. The study of the material was carried out using the content analysis and revealed the frequency characteristics of this concept and determined its semantic field. The results of the survey of the consumers were processed with help of factor analysis, and that allowed determining the relevant parameters for the consumers. This research gives recommendations to the specialists who develop some advertising products.