Study On The Image Of Women's Apparel On Men's Fashion Magazine Cover Of Mainland China

Since the 1990s, Men's fashion magazine has been developed rapidly in Mainland China, despite of growing magazines market and reader groups, the definition of "Men's fashion magazine" is still obscure, most people in China regard "Men's fashion magazine" as "Men's magazine" directly.This article intend to study from the image of women's apparel, to explore the possible reasons formed to this phenomenon, breaking a single perspective from the descriptive analysis of the image, or the gender theory as previous studies. On the other hand, the study on the audience feedback will gives us another perspective to analyze basis of building women's apparel image on the cover of men's magazine.Studying on the part of image of women's apparel, This article take three respective men's magazine of different types, as "FHM". "GOLF TATTLER." "STUFF". By collected 42 effective samples of magazine's cover from January.2008 to June.2011.This part is most important, so the article takes six considerations as follows:overall style, upper garments, under garments, makeup-hair, accessories and others. Then upper garments and under garments have been divided into six secondary elements as styles, fabrics, colors, bare-degree, tight-degree and transparency.Among the questionnaire part, this article intends to set the similar subject involved in the image of the women's apparel intentionally, to be used in the comparison later on. Delivering a number of questionnaire papers from network and field survey, supplemented by some cases of interviews is the main method of the audience feedback study.From the research, it can be concluded as follows:Firstly, the women's apparel image on men's fashion magazine has highly similarity; the overall style is more mature and sexy. Dresses and bikinis are highly exposed, completely tight and opaque which appear on men's fashion magazine's cover. The most highly frequency color on magazine's cover is black, fabric is silk. cotton and synthetic fiber. To build for an entire apparel image, the women chose by the cover must have white skin, stressed eye makeup and long warp hair. Secondly, from the questionnaire survey and interviews, the audience's favorite overall style is also very mature and sexy, mostly naked and completely opaque tight corset. They like black and natural fabric as silk and chiffon, can accept the naked image of the cover. The cover girl has white skin, put S-shaped body posture are their favorite. Finally, according to data analysis of the image on men's fashion magazine's cover and the audience feedback, on the overall style of clothing, natural fabrics, some colors, tight clothing showing a degree of similarity, means the magazine can meet the audience needs. At the same time, there are some distinctions as well. From the comparative study, both the magazine delivering the message and the audience reading the magazine are complex and unstable through the process of communication. This is a male fashion magazine's common problem of the spread process which is still controversial and worth to discuss but this article focus on identifying associations and distinction between the two through a large number of empirical studies. In the end, I hope this study will be helpful and referent to the magazines publishes In the future.