On The Advertising Function And Revelation Of Gender-Adverse Endorsement Advertising

This paper is going to have a research on the advertising function and revelation of gender-adverse endorsement advertising, set in the success in Japan, North Korea and China Taiwan. Since 1995, the year when the first gender-adverse endorsement advertising appeared in Japan Asia, there has been rapid development in this kind of advertising, appearing in Japan, fully applied in China Taiwan and more practiced in North Korea. These successes and good market results suggest that there is a strong possibility that this kind of advertising be practiced in mainland China. As for the small quantity of gender-adverse endorsement advertisements in which women recommend commodities mainly used by men, this thesis mainly focuses on the just opposite kind of advertising that men advocate commodities used by women, then tries to get some advertising function and revelation from behind this.The existing research on gender-adverse endorsement advertising mostly focused their eyes on the descriptions of such phenomenon and the influences to marketing with no deeply digging for the advertising function behind this. The paper is based on nearly 30 cases about gender-adverse endorsement advertising,with a goal of digging for such values as sense of fresh and interesting, visual affects, news topics effect and so on and so forth, therefore, to find the just revelation behind gender-adverse endorsement advertising.Gender-adverse endorsement advertising is a novel type of advertisement where men commodities are endorsed by women, or women's commodities are endorsed by men. There are two major kinds of cases: one thing is that the spokesman directly used the women's product on himself, for example, a man puts on the lipstick in order to advocate that just lipstick brand; the other thing is that the women's goods are not used by the man himself but advocated in the ad. Take sanitary napkin for example, the sanitary napkin in the ad. is not directly worn by the spokesman but verbally endorsement in the TV ads.The main advertising functions of gender-adverse endorsement advertising are as follows: First of all, gender-adverse endorsement advertising is full of sense of fresh and interesting, easy to draw the audiences'eyeballs. In addition, its strong visual affects stimulate the attentions of audiences. What's more, its anti-traditional communicational methods are good to make the audiences more impressive. Lastly but not least, the news topic effects provoked by gender-adverse endorsement advertising in return enlarge this communicational value.As for the characteristics of gender-adverse endorsement advertising, there are majorly three points. Firstly, the pretty spokesman in this gender-adverse endorsement ad. is mainly tailored for such adolescents and teenagers, those who can afford products at a medium and low level. Secondly, those spokesmen in the gender-adverse endorsement ad. all have a large number of female fans. Lastly gender-adverse endorsement advertising, which has an anti-traditional communicational style, is suitable for those post 80s, 90s. Therefore, we can see the revelation from all of these: there is a large room for our mainland advertisers to use this type of advertisement; our mainland advertisers can try to increase the number of gender-adverse endorsement advertising in the field of cosmetics and others.