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The cosmetic industry is becoming the latest growing industry in the world because, in this showoff era, everyone wants to become beautiful. This study is focused on the advertising of cosmetic products. The purpose of this study is to examine the effectiveness of the positive and negative approaches of cosmetic advertisements. In the positive approach of advertising examine the awareness, and persuasiveness and create brand loyalty and in the negative approach, check the role of advertising in creating the perception of misconception among consumers and how it plays with the emotions of the people by manipulation. An additional aim was to find out the variables that make the promotional appeal more effective. For this purpose, a good questionnaire was prepared and filled by the respondents classified on a rural and urban area basis. The findings from this research are that rural respondents watch/listen/ read the entire part while urban respondents watch/listen/ read some part of the advertisement. They consider Television and the internet the best source of awareness of cosmetic products.
