Based On The Angle Of Marketing Communications To Analyze The Domestic Male Cosmetics Advertisements

In Chinese traditional concept that the cosmetics are used by females only, however,with the development of the Chinese society and living standard,and the spread of themodern concept of consumption, more and more male customers start to accept theman use male cosmetics gradually. But due to the particularity of male cosmeticsmarket in China,especially the development of the domestic male cosmetics advertisinghas always lagged behind its market,then it do not pay attention on the domestic malecosmetics advertising,it also can affected the development of the domestic malecosmetics.This report based on the theory of marketing communications,combined withtheoretical knowledge of advertising on domestic male cosmetics advertising.Theadvertising marketing communication model also follow the mode of “5W” fromLasswell Harlod,what that is,“who�'what�'which channel�'to whom�'withwhat effect”.This paper starting from the analysis of domestic male cosmeticsmarket,combined with its market development to study the development of domesticmale cosmetics advertising,from the point of view of marketing communications toanalysis advertisers, advertising content, media, audience, advertising effective.I hopeit can make a better understanding of the domestic state of development of the malecosmetics advertising and the mode of transmission.So the study of the domestic malecosmetics advertising have a theoretical significance.Because of the particularity of the Chinese market,and the difference between maleconsumers and female consumers’ psychology and behavior,how to make bettet use ofmale cosmetics advertisements to open and expand the domestic market is a realproblem.For example,how can domestic male cosmetics advertising help chinese manto change the traditional concept and build modern consumer awareness in the early ofdomestic market;then how to delivery the latest consumer information,to promotemarket competition and expand market communications,these are all requires us tohave a clear thingking on domestic male cosmetics market and its advertising. Therefore,the study of domestic male cosmetics advertising also have a practicalsignificance.At the same time,this paper selected some typical samples of domestic malecosmetics advertisements for content analysis. At the end, concluded the characteristicsof male cosmetics advertisements, then find out its problems and give some relevantrecommendations.