Advertising in Cosmetics Industry in the UK 1.0 Background of the Study According to the Consumer Council (1999), advertising refers to the mean of making representation in any form with regard to trade, business, craft or profession. Advertising was carried out for the purpose of promoting the goods or services and which shall include immovable property, rights and obligations. Frith (1997) also stresses that advertising could be also perceived as messages that "impart information about the products that consumers use to make brand choices." As such, advertising is one of the most powerful avenues of social communication today as it circulates knowledge and promotes both the products and the image of the company that owns such product brands (Cronin, 2000). O'Shaughnessy and O'Shaughnessy (2003) relate that recall is an important aspect in advertising hence advertisements associate a specific product with symbols which exemplifies values, group feeling, prestige,...