Research The Problem Of Matching Male Spokesperson And Commodity On Men’s Beauty Ads

In recent years, the male as advertising becomes the protagonist of attention economy darling, plays an important role in people’s economic activities. "Men’s beauty" became the best-selling commodity society symbol frequent is organized into advertising text, is the epitome of socialmorphology. This article uses content analysis approach by multi dimension division "men’s beauty" ads in the male image and product type and product involvement to do correlation analysis, trying to find the relationship between each other. To test the results of content analysis by further empirical investigation, the results of the study can be male used in between the product perfect matching reference.Based on the literature on the study of the concept of "men’s beauty" ads and defines. Through the content analysis method was quantitative research on "men’s beauty" advertising case. Based on the analysis of the content of the "male" advertising male spokesperson selection matrix.Foundation spokesman matrix obtained in the analysis of the content on consumer survey, according to figure of male endorser and goods matching matrix survey results consumers know male advertisement. Finally the results of content analysis and questionnaire survey results are summarized, obtained the male spokesperson selection matrix, the main conclusions are as follows:(1) the uncle- cold male type: calm, resolute, fashion, clothing and temperament; for durable goods industries;(2) the uncle- warm male type: matching fashion temperament, application daily necessities and food and beverage industries;(3) fresh meat cold male type: fashion and sexy, temperament, for garment industry;(4) fresh meat- warm type: matching tender and fashion temperament, for food and beverage industry.