Research On The Gender-adverse Endorsement Advertisements

In this paper,a comprehensive and in-depth analysis of the current phenomenon of gender reverse endorsement in China is carried out,taking the female lipstick advertisement that male stars represent as the entry point.From the appearance to mechanism to potential social problems,the qualitative research method based on indepth interview and participatory observation is used.It is found that the male star image,behavior and gender relationship in the gender reverse endorsement ads have a typological tendency,which is the product of the specific meaning framework formulated by advertisers after catering to the multiple identities / needs of the audience.Advertising is consumed by the audience in three dimensions of vision,emotion and symbol.Each consumption type has an important impact on the identity construction of the audience.At the same time,this paper points out that under the appearance of the phenomenon of gender reverse endorsement,there are some unsolved social problems,such as gender dilemma,material spiritual dilemma,advertising and economic development dilemma,which need to be paid attention to.The first chapter is the introduction,which points out the universality of the phenomenon of gender reverse endorsement and its complexity as the research object.From the perspective of marketing,semiotics and gender studies,this paper collates the relevant literature,pointing out that there are three major problems in the existing research: lack of understanding of phenomena,confusion of research ontology,and failure to get rid of the inherent limitations under the disciplinary framework.On this basis,it is proposed that this paper will study the advertising text and audience as a whole.The second chapter "production and viewing of gender reverse advertising" starts from the practical image.From the perspective of advertising text,it inspects the setting of male star's role combs and describes the male star's role presented in the advertisement from three aspects of visual image,action behavior and gender relationship positioning;from that of audience,it sums up three kinds of text consumption,including visual,emotional(imaginative substitution)and material consumption.The third chapter "the meaning assignment and reconstruction of gender reverse advertising" deeply discusses the meaning generation mechanism and its influence behind the image,focusing on how this kind of advertising generates meaning through some common means,and how these meanings are reconstructed within the audience group and affect their identity.The fourth chapter reflects on the phenomenon of gender reverse endorsement.In this paper,gender equality,image industry and discourse power are discussed critically.Finally,it points out the positive social function of advertising,and expects that gender reverse advertising can play a positive role in social life.