玫琳凯化妆品广告在中国的研究

发布时间：2018-12-17 17:45

【摘要】：在我国,化妆品市场伴随着宏观经济的快速发展日益呈现出高速发展的趋势,越来越多的厂商意识到该行业的巨大商机及其带来的高额利润。而广告作为生产者和消费者的交流工具,对于产品的刺激和消费起着至关重要的作用,好的广告设计不仅能够刺激消费者的视觉,更能够勾起消费者的购买欲望并增加他们的购买行为。本研究以玫琳凯化妆品公司在中国的广告发展为例,旨在分析玫琳凯化妆品的中国化特色,并以此作为中国化妆品行业的借鉴,希冀为中国化妆品行业的国际化提供理论基础和依据。本研究共分五个部分：第一部分以玫琳凯化妆品在中国市场及其广告在中国的发展和状况作为研究背景,从而提出研究内容,并分析研究目的和意义,提出研究方法,总结研究思路；第二部分对于国内外的相关理论研究(包括化妆品广告的研究、外国化妆品广告的中国化研究、玫琳凯广告的中国化研究)进行文献梳理；第三部分以文献综述和研究陈述为依据,分析玫琳凯广告的特点,并一一阐述,从而找出玫琳凯广告中国化的特色之处,以供其他品牌借鉴；第四部分最后对玫琳凯广告中国化的深化进程进行补充,并进行结论性的总结；第五部分对本研究的结论进行总结整理。在本研究中,笔者采用文献综述法、访谈法、普遍性与特殊性相结合的方法,深入分析玫琳凯公司对于中国传统文化和企业文化的紧密结合,并剖析玫琳凯广告的特点,共得出以下两点结论：首先表现在：广告除了是一种商品信息以外,还是一种文化传播。因此,文化背景在广告设计中起着不可磨灭的作用,它将影响到一则广告的成败,尤其是在全球经济和信息化高速发展的今天。其次,玫琳凯公司在广告设计中体现出如下特点：用感性打动女人,用语言感化受众,用成功感动客户,用文化沟通心灵。其中,在用文化沟通心灵中,玫琳凯广告充分利用中国文化中对家庭的重视、积极运用中国文化精神中对内敛的重视、并广泛融入中国人的现代生活(工作压力与家庭、平衡工作和家庭的重要性等)。
[Abstract]:In China, with the rapid development of macroeconomic, more and more manufacturers are aware of the huge business opportunities and the high profits brought by the cosmetics market. Advertising, as a tool of communication between producers and consumers, plays a vital role in stimulating and consuming products. Good advertising design not only stimulates consumers' vision, More can arouse the consumer's purchase desire and increase their purchase behavior. The purpose of this study is to analyze the Chinese characteristics of Mary Kay Cosmetics in China, and use it as a reference for the Chinese cosmetics industry. Hope to provide the theoretical basis and basis for the internationalization of Chinese cosmetics industry. This research is divided into five parts: the first part takes Mary Kay cosmetics in the Chinese market and the development and status of advertisements in China as the research background, so as to put forward the research content, analyze the purpose and significance of the research, and put forward the research methods. Summing up the research ideas; The second part makes a literature review of relevant theoretical studies at home and abroad (including cosmetic advertising research, foreign cosmetics advertising research in China, Mary Kay advertising in China). The third part is based on literature review and research statements, analyzes the characteristics of Mary Kay advertising, and explains it one by one, so as to find out the characteristics of Mary Kay advertising in China, for other brands to use for reference; Finally, the fourth part supplements the deepening process of Mary Kay advertising in China, and summarizes the conclusion of this study in the fifth part. In this study, the author uses the method of literature review, interview, universality and particularity to deeply analyze Mary Kay's close combination of Chinese traditional culture and corporate culture, and analyze the characteristics of Mary Kay advertising. The main conclusions are as follows: firstly, advertising is not only a kind of commodity information, but also a kind of cultural communication. Therefore, cultural background plays an indelible role in advertising design, it will affect the success or failure of an advertisement, especially in the global economy and the rapid development of information today. Secondly, Mary Kay shows the following characteristics in advertising design: touching women with sensibility, influencing audiences with language, touching customers with success and communicating hearts with culture. Among them, in communicating the mind with culture, Mary Kay's advertisement takes full advantage of the importance attached to family in Chinese culture, actively uses the importance of introversion in the spirit of Chinese culture, and widely integrates into the modern life of Chinese people (work pressure and family). Balance the importance of work and family
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

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