Same Sex With Distinct Images

The development of cosmetics shows a promising future,especially cosmetics for males,and both male and female cosmetic brands tend to choosing males as spokespersons.Some studies found that images of spokespersons matching up with the genders of cosmetics can bring greater advertising effects.Then to get expected advertising effects,with two distinct cosmetics,what differences lie between them?With method of content analysis and the foundation of theory of spokesperson,gender role and product gender,this study mainly discusses the differences between female cosmetics and males ones based on the theory that when gender role of spokesperson matches up with the product role,the advertising effect will be maximized.We find that the spokesmen in female cosmetics advertising turn up as three types images:delicate and pretty as flower,traitorous and characteristic,and tender and family.However those in male cosmetics advertising appear as three disparate images:muscly and tough,decent and gentlemanlike,and professional and hale.Various images in both female and male cosmetics advertising show that the images of spokesmen tend to be diversified.But seeing from the truth,the traditional images of man are still mainstream and play a dominate role in society.In theory,this study can be a window for knowing gender role,gender value and advertising ideology.And when it comes to the problem that if product is not consistent with the main vlue in society,this paper can provide some suggestion.