The Research Of Male Images In Menswear Brands

The objective of the advertisement is to effectively communicate with and convince the consumers, to promote the products, and accordingly to create the brand image. The character symbol in the advertisement is the most attractive propagation symbol. The design of Character symbol is very significant to advertisement. It is approachable and amiable than other types of symbols. In contemporary academia, the analysis of character images is focused on the female image. There's few research on the male image. By trying with the Semiotics, this article, analyzed the male images in menswear advertisements. Accordingly, the article discussed its social culture significance.On the base of generalizing the theory concepts such as consumption culture, symbol consumption and advertisement appeals, the article started with Baudrillard's symbol consumption theory. By integrating with the analysis method of symbol meaning, the article discussed and analyzed the features of male image in menswear advertisement of China, and presented its social culture significance. Then, on the aspect of symbol criticism, the article analyzed the negative social influences of the male image, and pointed out the developing trend of diversified male images.