本文關(guān)鍵詞：現(xiàn)代廣告中的男性形象消費(fèi)分析　出處：《南京師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 男性形象 現(xiàn)代廣告 消費(fèi) 社會動因 發(fā)展趨勢

【摘要】：現(xiàn)代商業(yè)的發(fā)展推動了現(xiàn)代廣告在內(nèi)容與內(nèi)涵上的充實(shí)與革新,觀眾對男性形象在廣告鏡頭中的頻繁出席已經(jīng)司空見慣,而且近年來,在女性用品廣告中以男性形象為主要呈現(xiàn)對象的廣告案例也不勝枚舉：除了香奈兒女包廣告中的法國男模巴普提斯特·賈比考尼,還有嘉娜寶唇膏廣告中的日本演員木村拓哉、蘭蔻睫毛膏廣告中的韓星元彬、NB-1護(hù)膚品廣告中的臺灣藝人賀軍翔……可見,現(xiàn)代廣告對男性形象進(jìn)行消費(fèi)的現(xiàn)象業(yè)已成為非常普遍的潮流與趨勢。廣告通過展示或優(yōu)雅或陽剛的各種男性形象,引導(dǎo)廣告受眾由傳統(tǒng)的對女性形象的單一消費(fèi)過渡為當(dāng)下對男性形象的大量消費(fèi)。愚以為,在當(dāng)下的時代背景下,現(xiàn)代廣告中的男性形象消費(fèi)背后的社會經(jīng)濟(jì)、文化、倫理以及大眾心理因素都是當(dāng)下值得展開研究的議題。本文由當(dāng)下國內(nèi)外針對此議題的研究現(xiàn)狀入手,探究現(xiàn)代廣告是如何引導(dǎo)廣告受眾對廣告中的男性形象進(jìn)行消費(fèi)的,繼而剖析現(xiàn)代廣告中的男性形象消費(fèi)背后的社會經(jīng)濟(jì)、文化、倫理以及大眾心理因素等社會動因,并對廣告中的男性形象消費(fèi)可能產(chǎn)生的社會意義和發(fā)展前景作出分析與展望。
[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.

【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8

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相關(guān)期刊論文 前2條

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本文編號：1406374