现代广告中的男性形象消费分析

发布时间：2018-01-10 18:29

本文关键词：现代广告中的男性形象消费分析　出处：《南京师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：现代商业的发展推动了现代广告在内容与内涵上的充实与革新,观众对男性形象在广告镜头中的频繁出席已经司空见惯,而且近年来,在女性用品广告中以男性形象为主要呈现对象的广告案例也不胜枚举：除了香奈儿女包广告中的法国男模巴普提斯特·贾比考尼,还有嘉娜宝唇膏广告中的日本演员木村拓哉、兰蔻睫毛膏广告中的韩星元彬、NB-1护肤品广告中的台湾艺人贺军翔……可见,现代广告对男性形象进行消费的现象业已成为非常普遍的潮流与趋势。广告通过展示或优雅或阳刚的各种男性形象,引导广告受众由传统的对女性形象的单一消费过渡为当下对男性形象的大量消费。愚以为,在当下的时代背景下,现代广告中的男性形象消费背后的社会经济、文化、伦理以及大众心理因素都是当下值得展开研究的议题。本文由当下国内外针对此议题的研究现状入手,探究现代广告是如何引导广告受众对广告中的男性形象进行消费的,继而剖析现代广告中的男性形象消费背后的社会经济、文化、伦理以及大众心理因素等社会动因,并对广告中的男性形象消费可能产生的社会意义和发展前景作出分析与展望。
[Abstract]:The development of modern business to promote the enrichment and innovation of modern advertising in the content and connotation of the audience on the male image in advertising in the lens of frequent attendance has It is quite common for and in recent years, in women's cosmetics advertising to the male image as the main object of the present advertising case: in addition to Chanel handbags be too numerous to enumerate the French advertising model Baptiste Giabiconi. There are a lipstick ads in the Japanese actor Takuya Kimura, Lancome Mascara ad Han Xingyuanbin NB-1 skincare advertising in the Taiwan artist Mike He. Visible, modern advertising spending on the male image has become the trend of the phenomenon is very common. Through advertising display or elegant or masculine male image, to guide the audience the transition from the traditional image of women single consumption for a large number of consumption present on the male image. " Think, in the current era, behind the modern advertisement of the male images in consumption of social economy, culture, ethics and public psychological factors are worth research topic. In this paper based on the current situation at home and abroad this issue of research on modern advertising is how to guide the audience consumption of male image in advertising in the analysis, then behind modern advertising of the male images in consumption of social economy, culture, ethics and public psychological factors such as social factors, social significance and development prospects of the male image in advertising consumption may have made analysis and prospect.

【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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