Comparative Research On The Figure Of Spokesperson In Television Advertisement Of European And Asian Male Cosmetics Brand

Since 21st century, the boundary between male and female consumer goods has become more and more blurred. Many traditional products that used to be exclusive to female consumers have penetrated into the market of male consumers. In the field of the aforesaid market penetration, the fashion and cosmetics industry have gone much farther than any other industry. More and more males, especially those young urban men have been concerned with skin care. In the cosmetics market, the proportion of male cosmetics has distinctively increased. Therefore, a large amount of advertisement of male cosmetics was produced in recent years.Meanwhile, in the relatively loose political and cultural environment, cultures and thoughts from different regions of the world flow into China. Public media and web culture are booming. The ideology of modern feminism is rising. Therefore, the ideology and culture field in China becomes more and more diversified. People’s thought about masculinity has been changing softly. It is no longer a rigid and consistent concept. Therefore, the images of the advertising spokesperson have become more diversified and various. Moreover, there are remarkable distinctions in terms of traditional masculinity of male in different regions because of the diversity between eastern and western culture. It has direct effect on the construction of male image.This thesis adopts content analysis as the main research methods, and uses the image of advertising spokesperson as the angle of view. By means of quantitative statistics of samples of TV advertisements of male cosmetics from twenty European and Asian well-known male cosmetics brands, the author will analyze the features of the spokesperson images in European and Asian male cosmetic advertisements, reveal the image portraying in these advertisements, and then point out the similarities and differences between the spokesperson image in European and Asian male cosmetics advertisements. This research has found out that, compared to European brands, figures of spokespersons of Asian brands are distinctively diversified. Meanwhile, this research believes that not only the "sex attractiveness" represented by the bared body of the spokesperson, but also the appreciation between males and females must not be deemed as the basis of judgment of gender discrimination in the advertisement. In the end, on the basis of quantitative analysis on the figure of spokesperson, this research has reached a conclusion that there is distinctive influence on the construction of spokesperson’s figure in the male cosmetic advertisement derived from different traditional masculinity in Europe and Asia.