Research On The Image Of Male Spokesperson Of The Beauty Makeup Products And The Influencing Factors Based On The Social Gender Theory

Social gender constructs the image and temperament of the male and female in social culture.This not only reflects in both sexes but also in products,which also leads to the formation of certain stereotypes about gender and certain products.Males and Females are limited by traditional social gender roles and stereotypes in patriarchal society,which restricts the development of their images to some extent.Men seem to be the beneficiaries of the patriarchal culture but also constrained by traditional masculinities.The trends of non-traditional male images and the numbers of male spokespersons of the beauty makeup products also reflect that male images are gradually breaking down the traditional gender barriers.Therefore,the study of this thesis has the practical significance.To explore the development of the male spokesperson’s image of the beauty makeup product,this thesis bases on the social gender theory and uses literature analysis and content analysis as the main research methods,taking the image of male spokesperson of the beauty makeup product as the subject.This thesis refers to a Chinese scholar’s study to analyze the image trends of the male spokespersons of the beauty makeup products,classifies these image trends according to different features,and then analyzes their image types and characteristics.Through the study,it is found that the images of male spokespersons of the beauty makeup products are affected by social culture,economy,commerce and consumer factors.They affect the development and change of the male spokesperson’s images of the beauty makeup products.Although some people still doubt and reject the endorsement of the beauty makeup products by male spokespersons,the diversified development of male spokespersons and their images in the beauty makeup industry is indispensable.Because it not only breaks the male stereotype,expands the male market product line,enlarges the consumer of beauty makeups,but also gives more freedom to the development of male images.Hope this paper can provide some help to the study of the social gender and male image in China,and also to eliminate some prejudices and stereotypes of the male image,giving it more space to develop.