化妆品广告中的社会文化特点研究

发布时间：2018-02-25 17:31

本文关键词： 化妆品广告目标消费者思维模式审美标准社会文化特征　出处：《北京交通大学》2008年硕士论文　论文类型：学位论文

【摘要】： 2006年中国广告业研究报告及中国化妆品市场研究报告显示:化妆品广告的投放量位居各类广告之首,中国也因此成为亚洲第二大,世界第八大的化妆品市场。我国化妆品出口的现状和发展趋势迫切要求对化妆品广告作系统深入的研究。尽管国内外的众多学者在广告领域已经取得了卓越的成就,但他们的研究是从宏观的角度进行的,而对于化妆品这一具体类型的广告的研究却寥寥无几。因此,本文试图从社会文化学角度对近两年的中英化妆品广告做一尝试性研究。本文共分四章,第一章首先讨论了广告的定义,并阐明化妆品广告的定义,目的及分类,说明化妆品广告研究的重要性。第二章简要回顾国内外的众多学者在广告领域已经取得的研究成绩。第三章从目标消费者,广告媒体,代言人和隐式假定四个层面对化妆品广告的独特性进行了探讨。第四章是本文的主题部分,即化妆品广告的社会文化特征。语言源于文化,文化反映语言,化妆品广告不仅是商品信息的载体,也是一种文化形式。一个国家的历史背景,特定时期人们的价值观念,传统道德观念及国家地区的礼仪风俗,文学艺术等诸多因素都在广告中得到体现并在很大程度上决定了广告的形式与内容。同样,广告对文化的影响也是巨大的。以化妆品广告为例,它不仅是文化的一面镜子,而且还推动文化的发展,成为社会时尚的风向标。本章通过以大量的中英化妆品广告对比,充分揭示中英广告存在的文化差异,论证了广告和文化之间的紧密联系。本章还借用中西方审美角度的不同,对美的本质认识,美的分类,化妆品广告的审美标准做了进一步分析。最后指出了研究的几点发现及对以后研究的几点建议。研究发现如下:①化妆品广告的目标消费群体主要是女人;宣传媒体集中在女性杂志,以时尚类杂志为主;化妆品都拥有自己的产品代言人,而且大都是名人。②中英杂志化妆品广告诉求方略的思维方式主要存在三方面的差异:集体主义式诉求与个人主义式诉求;相信权威与相信事实;历史诉求与未来诉求。③因中英审美标准的差异使得中文化妆品广告以皮肤白皙,自然美为美;英文广告以皮肤棕褐,性感、健康为美。④中文化妆品广告崇拜发达国家,强调科技应用;英文化妆品广告则寻求冒险尝试,强调时间效率。爱美之心人皆有之。一幅幅美丽的图片、悦耳的音乐、如花的语言构成了一个个夺目的化妆品广告,创造了一个个美丽的奇迹。希望本文的研究能帮助消费者更好地了解化妆品广告;广告创作者能以此为借鉴创作出更完美的作品,更希望能对国内同一领域的研究提供一些有价值的启示和参考。
[Abstract]:The 2006 China Advertising Industry Research report and the China Cosmetic Market Research report show that the number of cosmetic advertisements is the highest among all kinds of advertisements, and China has thus become the second largest in Asia. The world's eighth largest cosmetics market. The current situation and development trend of China's cosmetics export urgently require a systematic and in-depth study of cosmetics advertising. Although many scholars at home and abroad have made outstanding achievements in the field of advertising, However, their research is carried out from a macro perspective, but there are few studies on cosmetics as a specific type of advertising. Therefore, this paper attempts to make a tentative study of cosmetics advertising in China and Britain in the last two years from the perspective of social culture. This paper is divided into four chapters. The first chapter discusses the definition of advertising, and clarifies the definition, purpose and classification of cosmetics advertising. Chapter two briefly reviews the research achievements of many scholars at home and abroad in the field of advertising. Chapter three focuses on the target consumers, advertising media, Chapter 4th is the theme of this paper, namely, the social and cultural characteristics of cosmetics advertising. Language is derived from culture, and culture reflects language. Cosmetics advertisement is not only the carrier of commodity information, but also a cultural form. Literature and art and many other factors are reflected in advertising and to a large extent determine the form and content of advertising. Similarly, advertising has a great impact on culture. Take cosmetic advertising as an example, it is not only a mirror of culture, It also promotes the development of culture and becomes the vane of social fashion. This chapter fully reveals the cultural differences between Chinese and English advertisements by comparing them with a large number of Chinese and English cosmetics advertisements. This chapter also uses the differences of aesthetic angle between China and the West to understand the essence of beauty and the classification of beauty. The aesthetic standard of cosmetics advertisement is further analyzed. Finally, some findings of the study and some suggestions for future research are pointed out. The study found that the following: 1 the target consumer of cosmetics advertising is mainly women; the media focus on women's magazines, mainly fashion magazines; cosmetics have their own product spokesmen. Moreover, there are three main differences in the ways of thinking about the appeal of cosmetics advertisement in Chinese and English magazines, that is, collectivism and individualism, trust in authority and truth, and so on. Because of the difference between Chinese and British aesthetic standards, Chinese cosmetics advertising is fair in skin, natural beauty is beautiful; English advertising is brown brown, sexy, healthy skin for beauty. 4. Chinese cosmetics advertising worship developed countries. Emphasis is placed on the use of science and technology, while English cosmetic advertising seeks to take risks and emphasize time efficiency. Beauty is the heart of everyone. Beautiful pictures, sweet music, such as the language of flowers constitute a dazzling cosmetics advertising, I hope the research in this paper can help consumers to better understand cosmetics advertising; advertising creators can use this as a reference to create more perfect works. More hope to provide some valuable inspiration and reference to the same field of research in China.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：H0-05

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