Research Of Establishment Of Gender Traits Of Advertisement

In the information explosion era, it’s easy for people to get thousands more information than before through different channels. So was the same situation in advertisement area. The increase amount of all kinds of products leads to the necessary explosion of advertisements, thus come up with a new problem:how should consumers make right decisions through abundant Ads? This paper focus on one specific topic that present research of advertisement seldom take notice of-the establishment of gender traits of Ad. It starts from research coding model of the establishment of gender traits through BMW MINI series Ads, then based on the results to inference the strategies of Ad’s gender traits establishment.This paper consists of five parts:preface, chapter one, two, three and conclusion. Chapter one is literature review, which introduce the research status of both domestic and overseas in three aspects, including automobile advertisements, the establishment of gender traits of Ad and the symbol spread in Ad. All this could provide a reference for the following research. Chapter one also gives brief introduction about the basic theory used in the subject research, which includes the gender traits theory and semiology. Chapter two is the research of BMW MINI series advertisements, thus the key point of this paper. First, it explains two methods used in the research, text analysis and content analysis, as well as the research object. Second, it shows particular research analysis and results of BMW MINI series Ads. Chapter three is about the strategy of establishment of gender traits. This chapter analysis the strategy from four aspects of planning, role, scenario and text of Ad.The research of establishment of gender traits could provide a new research perspective that may help deepen the understanding of advertisement.