The Master In Cosmetic Advertising

At present the analysis of female images in advertising are mostly in the feminist or masculine hegemony perspectives. It isn't comprehensive in a certain extent, for it doesn't do a comprehensive and systematic research on aesthetic characteristics and ideology of cosmetic advertisement in The Consumer Society.This paper makes an attempt to analyze the female images in advertising and the relationship of the beauty and the aesthetics in a Consumption age perspective, tries to fill the blank from the Theory and practice angle.By seeking the life essence, this paper hopes to people see the materialistic symbols clearly, and pay more attention to the life essence from the point of the selbstsein. Meanwhile, this paper also hopes to prompt females in the advertising and in the life attach importance to selbstsein and their characteristics by importing the Life aesthetics. This paper selects the advertisements of several skincare cosmetic groups and parts of domestic cosmetic brands as research samples, and searches the most typical cosmetic advertising cases, analyses and pries into the panorama of the cosmetic advertising,especially focusing on the newest advertising on the media, such as print advertising/TV advertising and advertising copywriter. In the meantime, it compares the domestic and foreign advertising to explore the deep rule, and explores the female image in advertising with a broader vision by comparing the cosmetic advertising to jewelry and clothing advertising.The research of this paper refers to advertising/communication/ semiotics/aesthetics/sociology/Consumer society theory and Mass Culture. The most important part is importing the Life aesthetics On the basis of predecessors, namely analyses the cosmetics advertising from the point of female/male and life, expands the incomprehensive analysis before to the pursue of the life and the soul, finally guides the female to seek the true beauty in the life, and hopes to promote the advertising has new advertising idea and female idear.All of these are the main contents of the second, the third, and the forth parts of this paper.In the time of female's dependent being stronger, modeling the female images in advertising and showing the beauty of female with life being perspective should be the most important angle of the female images creativeness in advertising, and it's also the meaning of this paper.