發(fā)布時(shí)間：2018-02-25 17:31

  本文關(guān)鍵詞： 化妝品廣告 目標(biāo)消費(fèi)者 思維模式 審美標(biāo)準(zhǔn) 社會(huì)文化特征　出處：《北京交通大學(xué)》2008年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】： 2006年中國(guó)廣告業(yè)研究報(bào)告及中國(guó)化妝品市場(chǎng)研究報(bào)告顯示:化妝品廣告的投放量位居各類(lèi)廣告之首,中國(guó)也因此成為亞洲第二大,世界第八大的化妝品市場(chǎng)。我國(guó)化妝品出口的現(xiàn)狀和發(fā)展趨勢(shì)迫切要求對(duì)化妝品廣告作系統(tǒng)深入的研究。盡管?chē)?guó)內(nèi)外的眾多學(xué)者在廣告領(lǐng)域已經(jīng)取得了卓越的成就,但他們的研究是從宏觀的角度進(jìn)行的,而對(duì)于化妝品這一具體類(lèi)型的廣告的研究卻寥寥無(wú)幾。因此,本文試圖從社會(huì)文化學(xué)角度對(duì)近兩年的中英化妝品廣告做一嘗試性研究。 本文共分四章,第一章首先討論了廣告的定義,并闡明化妝品廣告的定義,目的及分類(lèi),說(shuō)明化妝品廣告研究的重要性。第二章簡(jiǎn)要回顧國(guó)內(nèi)外的眾多學(xué)者在廣告領(lǐng)域已經(jīng)取得的研究成績(jī)。第三章從目標(biāo)消費(fèi)者,廣告媒體,代言人和隱式假定四個(gè)層面對(duì)化妝品廣告的獨(dú)特性進(jìn)行了探討。第四章是本文的主題部分,即化妝品廣告的社會(huì)文化特征。語(yǔ)言源于文化,文化反映語(yǔ)言,化妝品廣告不僅是商品信息的載體,也是一種文化形式。一個(gè)國(guó)家的歷史背景,特定時(shí)期人們的價(jià)值觀念,傳統(tǒng)道德觀念及國(guó)家地區(qū)的禮儀風(fēng)俗,文學(xué)藝術(shù)等諸多因素都在廣告中得到體現(xiàn)并在很大程度上決定了廣告的形式與內(nèi)容。同樣,廣告對(duì)文化的影響也是巨大的。以化妝品廣告為例,它不僅是文化的一面鏡子,而且還推動(dòng)文化的發(fā)展,成為社會(huì)時(shí)尚的風(fēng)向標(biāo)。本章通過(guò)以大量的中英化妝品廣告對(duì)比,充分揭示中英廣告存在的文化差異,論證了廣告和文化之間的緊密聯(lián)系。本章還借用中西方審美角度的不同,對(duì)美的本質(zhì)認(rèn)識(shí),美的分類(lèi),化妝品廣告的審美標(biāo)準(zhǔn)做了進(jìn)一步分析。最后指出了研究的幾點(diǎn)發(fā)現(xiàn)及對(duì)以后研究的幾點(diǎn)建議。 研究發(fā)現(xiàn)如下:①化妝品廣告的目標(biāo)消費(fèi)群體主要是女人;宣傳媒體集中在女性雜志,以時(shí)尚類(lèi)雜志為主;化妝品都擁有自己的產(chǎn)品代言人,而且大都是名人。②中英雜志化妝品廣告訴求方略的思維方式主要存在三方面的差異:集體主義式訴求與個(gè)人主義式訴求;相信權(quán)威與相信事實(shí);歷史訴求與未來(lái)訴求。③因中英審美標(biāo)準(zhǔn)的差異使得中文化妝品廣告以皮膚白皙,自然美為美;英文廣告以皮膚棕褐,性感、健康為美。④中文化妝品廣告崇拜發(fā)達(dá)國(guó)家,強(qiáng)調(diào)科技應(yīng)用;英文化妝品廣告則尋求冒險(xiǎn)嘗試,強(qiáng)調(diào)時(shí)間效率。 愛(ài)美之心人皆有之。一幅幅美麗的圖片、悅耳的音樂(lè)、如花的語(yǔ)言構(gòu)成了一個(gè)個(gè)奪目的化妝品廣告,創(chuàng)造了一個(gè)個(gè)美麗的奇跡。希望本文的研究能幫助消費(fèi)者更好地了解化妝品廣告;廣告創(chuàng)作者能以此為借鑒創(chuàng)作出更完美的作品,更希望能對(duì)國(guó)內(nèi)同一領(lǐng)域的研究提供一些有價(jià)值的啟示和參考。
[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.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：H0-05

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