Research On Male Image In Video Advertisements Of Skincare Products

With the vigorous development of male skincare products market,a lot of new male image appear in skincare products ads.To a certain extent,the shape of the male image showing a diversified trend.Masculinity is no longer a single and consistent concept.This thesis adopts content analysis as the main research methods,and uses the male image as the angle of view.By means of quantitative statistic of samples of skincare products video advertisements from 15 well-known brands which containing male image,in order to explore the male image of the construction process and the manifestation of masculinity.In addition,the audience’s further cognition and evaluation of male image in advertisements of skincare products are acquired by means of questionnaire investigation and interviewing method.It has realistic value for the optimization of advertising spokesperson.The male image in skincare ads is mainly presented as six different types,namely masculine and tough type,refined and elite type,pretty boys,tender and considerate type,dynamic and sexy type,maverick and fashionable type.The three aspect of factors——Social,cultural as well as commerce,jointly promote to the transformation in which the male image transform from singleness to diversification.In terms of gender relations,hegemonic masculinity still dominated.Under the impetus of the consumerism,the male external image has been emphasized and highlighted.Men are gradually being objectified.Meanwhile,due to the enhancement of female’s economic status and greater voice in the field of skincare products,a number of male images which cater to female’s aesthetic appreciation and demand has appeared in skincare products advertisements.