Study On Men’s Image Constructed By Men’s Skin-care Products Advertisement In The Men’s Magazine

China is now in great transition. The relatively loose political environment, importation of the western ideology and culture, and emergence of the mass media and cyber culture all exert tremendous influence on the diversification of the domestic culture. The way people appreciate the beauty is also undergoing change. As for the standard of men’s beauty, the traditional beauty concept of "Gaodaquan" which literally means tall, strong, developed in all aspects has become more and more diverse. The beauty of men is no more singular and rigid. With the development of the society and economy, men’s magazine has got the golden opportunity of development. Men’s magazine plays a leading role in the new formation of the standard of the men’s beauty. Meanwhile men’s magazine advocates the unique lifestyle of the urban male elites and builds a new image of the metrosexual.Through textual and semiotic analysis of the men’s skin care advertisement in "GQ" and "Men’s Health",two men’s magazine of Chinese version, this paper explores the advertisement appeal of the men’s skin care products. The advertisement appeal for men’s skin care products is different from that for women’s, which brings a change to men’s consuming habit and the reconstruction of the men’s image in the new era.Through research, the paper finds that there are about ten kinds of advertisement for men’s skin care product. These are types of "People only""Products only""Grooming feature", etc. Through these advertisements of men’s skin care products present diversified men’s images. These are "elegant and reserved""young and confident""vigorous and sexy""successful in career" and "metrosexual".