男装品牌中的男性形象研究
发布时间：2019-07-05 09:22
【摘要】： 广告的目的是与消费者进行有效的沟通和说服，促销产品，进而建立品牌形象。广告中的人物符号是广告中最具有形象吸引力的传播符号，人物符号的设计对广告宣传有巨大的作用，它相对于其他类型的符号更具有平易性和亲和力。当今学术界对广告人物形象的分析多集中于“女性形象”，而对男性形象的研究较少。本文试图运用符号学的方法，对我国男装广告中的男性形象进行分析，从而对其背后的社会文化意义做一番探讨。 论文在对消费文化、符号消费和广告诉求等理论概念进行梳理的基础上，，从鲍德里亚的符号消费理论出发，结合符号意义的分析方法，探讨分析了我国男装广告中的男性形象特征，揭示出了其背后的社会文化意义，并从符号批判的角度，分析了这些男性形象对社会的负面影响，指出了我国男装广告中男性形象多元化的发展趋势。
[Abstract]:The purpose of the advertisement is to make effective communication and persuasion with the consumer to promote the product and to build a brand image. The character symbol in the advertisement is the most image-attractive transmission symbol in the advertisement, and the design of the character symbol has a great effect on the advertisement. The analysis of the image of the advertisement in the academic circles is more and more focused on the "female image", and the research on the male image is less. This paper attempts to use the method of semiotics to analyze the male image in the men's menswear advertisement, so as to make a discussion on the social and cultural significance behind it. On the basis of combing the theoretical concepts such as consumption culture, symbol consumption and advertisement demand, this paper, based on the symbol consumption theory of Baudrillard, discusses the analysis of Chinese men's men's clothing advertisements based on the symbolic meaning analysis method. The character of the male image reveals the social and cultural significance behind it, and analyzes the negative effect of these male images on the society from the perspective of the symbol criticism, and points out that the male image is multiple in the men's menswear advertisement.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8
本文编号：2510429
[Abstract]:The purpose of the advertisement is to make effective communication and persuasion with the consumer to promote the product and to build a brand image. The character symbol in the advertisement is the most image-attractive transmission symbol in the advertisement, and the design of the character symbol has a great effect on the advertisement. The analysis of the image of the advertisement in the academic circles is more and more focused on the "female image", and the research on the male image is less. This paper attempts to use the method of semiotics to analyze the male image in the men's menswear advertisement, so as to make a discussion on the social and cultural significance behind it. On the basis of combing the theoretical concepts such as consumption culture, symbol consumption and advertisement demand, this paper, based on the symbol consumption theory of Baudrillard, discusses the analysis of Chinese men's men's clothing advertisements based on the symbolic meaning analysis method. The character of the male image reveals the social and cultural significance behind it, and analyzes the negative effect of these male images on the society from the perspective of the symbol criticism, and points out that the male image is multiple in the men's menswear advertisement.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前5条
1 侯汝斌;男装经典形象研究[D];北京服装学院;2010年
2 王伟玲;中国当代广告中男性形象的符号学研究[D];济南大学;2010年
3 侯召洋;中国当代平面广告男性形象分析[D];北京林业大学;2013年
4 苏洁;中美视频广告中男性形象之比较研究[D];湖北工业大学;2013年
5 华莎;中国男性时尚杂志中的男性形象研究[D];西南大学;2013年
本文编号：2510429
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