The Interpretation Of Contemporary Female Cosmetics Television Advertising

In contemporary society, with rapid economic development and people’s risingliving standards, more and more people begin to pursue spiritual needs after achievingmaterial satisfaction. This is mainly embodied in the commodity consumption in theconsumption: People not only focus on the use value of consumption, but also on theadditional value of goods, which is largely produced through the ads.Advertising ispromoting consumption, which plays an important role in promoting economicdevelopment. Many scholars have focused on the development of advertising andhave conducted related research on it. But as for present study, research on televisionadvertising about female cosmetics is little, and the kind of advertising is a major partof all ads that cannot be neglected. Research on it will be beneficial to its owndevelopment as well as advertising industry.Before the study, we have observed, collected some female cosmetics ads ontelevision and some A-list or B-list female cosmetics ads at home and abroad, then wehave analyzed and summarized them.The understanding of cultural background should go first necessarily before aninterpretation of this kind of advertising. Advertising itself is transporting a certainculture, and its development will be inevitably restricted by the contemporary culture,so an understanding of the cultural background will help us understand the presentsituation of the development of ads. The consumers’ psychological needs candetermine the position of female cosmetics accurately, thus we can find its uniqueappeal points, which will help us find effective appeals to publicize products. Rationalappeal, emotional appeal and reasonable appeal are three main methods in the ads offemale cosmetics on TV. Different types, different brands of cosmetics will choosedifferent method. According to the information collected already, reasonable appeal isused most widely. Next, we study the phenomenon of symbolization of advertising.The use of symbols is inevitable in ads appeal, symbolization can embody theinformation effectively, which is mainly due to its abstract generality, generalrepresentative and flexible dynamics of characteristic. Lastly, this paper discusses thefemale images in ads. Female images of the present female cosmetics ads on TV aremore diversified, getting out of single images in the past. Having got the interpretationof contemporary female cosmetics ads on television, we find it has made muchprogress compared with the situations in the past. But at the same time we also findsome shortcomings of it, for example, its subdivision is not enough, its patterns of performance lack new ideas and so on. From another perspective, this kind ofadvertising can affect female thoughts and ideas to a certain extent. Therefore, itshould be given right guidance to make it transfer more right and positive thoughts,devoting to the development of the society.