A Study On The Persuasion Strategy Of Male Advertisement In China

Since the 21st century, the consumer market of male keeps expanding because more men begin to pay attention to self-image and pursue their own personality. Meanwhile, with the division of the labor in society and changing role of women, men take increasing responsibility for their family such as taking part in purchasing household goods. The consuming behavior between men and women is however in great difference, so as a branch of the advertisement class, more attention should be paid to male advertisement.This paper generalizes the previous researches and re-defines the meaning of the male advertisement-an advertisement showed by men’s prospective or regarding men as the subject. The majority of 4A advertisements in Chinese mainland collected in admanGo system which covers all the 12 classes of advertisements was chosen as the database. The research studied the male advertisements with samples of the database between Jan,2010 and Jan,2015, based on the literature method, text analysis and data statistical method. After analyzing the characteristic of male advertisement development in China, the persuasive strategies to male advertisement for Chinese people have been concluded as three kinds of methods, ethos, logos and pathos. Detail transmission method of the three methods have also been specifically analyzed. Inducing these persuasive strategies, the characteristic and trend of applying these strategies have been found.After that, this paper analyze the deficiency of practical application of the persuasive strategies from social, economic, cultural and other aspects that homogeneity phenomenon is serious in advertising information content, gender discrimination still exists, and logistic structure is poor in advertisement. Male image in advertisement being to the extreme reflects that the society biased the role of men which brings them great social pressure, and at the same time caused the ignoring of women in advertisement who always be treated as the weak. Because of that it is easy to form a binary gender culture which is harmful to the construction of a harmonious social relationship. At the end of the research, the paper predict the future development of persuasive strategies to male advertisements in China, which mainly includes application of persuasive strategies in market segments and balancing images for both male and female roles.