Research On Development Of Chinese Male Advertisement In 2000-2009

Entering the 21st century, economy has achieved rapid development in China, the number and types of male products has been greatly enriched, male ads have made rapid progress, and present new changes and features. This article discusses the necessity and importance of studying male ads form the social division of labor, social development and changes, women's and men's rights movements. Previous research on male advertisement focus on the male image in advertising. This article based on the results of previous studies, first, the concept of male advertising re-defined the male ads based on the results of previous studies:it is a Men's products ads that filled with male characters and male consciousness, or appealing to men as the main. This paper treats 2000-2009 "IAI Yearbook of China Advertising Works" as study sample, Code it in particular dimensions, use proof method, content analysis method, carding and research the development of male advertisement in the past decade, concluded from the new changes of advertising content, form, and advertising in the male image. In the content, male ad involved more and more types of products, the high-end products, luxury products and fashion products rapid development; in the form, online advertising develop rapidly and the marketing methods diversify; in male image, the men roles in family, social and character have changed dramatically.This paper analyzes the reasons behind these developments and changes in economic, social, cultural and other aspects, and points out that changes in the economic status of men and women make men's family role change from "hegemonic man" into a "new man"; Social and historical changes make men's social image change from "successful man" into "Miyake man " or other ordinary people. Exchange and collision of Chinese and Western cultures, new ideas, makes men's character role change from "masculine men" to "weak men or men of beauty". In this series of factors, this article highlighted China's national character influence on the development and changes of male ads, and points out that Chinese unbiased "mean" attitude of life is one of the reasons that people accept the development and changes of male ads frankly, particularly the dramatic changes in male roles. This paper discusses the problems in the development and changes of male ad highlighted that the vulgarization of the male images in advertising and Vulgar spread of false advertising are the two problems that restrict the healthy development of China's male ad. An extreme male image in advertising reflects the social role for men is narrow. It gives men great social pressure and neglects or desecration the women in the ad as a weaker. And it causes gender culture dualism, not conducive to building harmonious social relations between the sexes. Vulgar spreading of false advertising damages to the image of the social male images, disrupted the normal economic order seriously. This article discusses the importance of developing male ads Standardized and harmoniously, because it promotes economic prosperity and social stability.In the end, the article look forward the direction of development of male advertisement. It is mainly as follows: male advertising product range will be involved more and more; male ad creative expression will diversify; sexes image in the advertising will be in the balance.