Research On The Phenomenon Of Gender-reversed Endorsement In Cosmetic Advertising

The growing maturity of the cosmetics market has led to a homogenisation of products in the cosmetics industry,and cosmetic advertising has become one of the most important things for companies outside of the products themselves,as good cosmetic advertising can create a new wave of discussion among audiences and lead to a significant increase in sales.Gender-reversed endorsements have been around for decades and are still a part of the ever-changing advertising market.In this paper,we review the literature on gender-reversed endorsement and focus on male endorsement in cosmetic advertising,combining the social theory of consumption,viewing theory and other communication theories as research support,and Marxian political economy for an interdisciplinary discussion.The study is divided into five sections.The study is divided into five main sections.The first part collects and collates information on the development of gender-reversed endorsement advertising and,based on the main characteristics of endorsement advertising itself that distinguish it from other forms,concludes that the research perspective on gender-reversed endorsement is based on the study of endorsers,advertising effects and gender.The second part explains and defines the relevant concepts and provides a comprehensive overview of the development of gender-reversed endorsement,finding that the phenomenon originated in Japan and was introduced and developed in China’s mainland in the early 21 st century.The third part of the study focuses on the presentation and consumption logic of the phenomenon.Based on the representation of gender-reversed endorsements in cosmetic advertisements and the consumption psychology of the audience when watching the advertisements,dozens of advertising brand endorsements up to 2021 are used as reference samples for the study,and theoretical research is conducted on the image of the endorser and the psychology of the consumer.The fourth part is a study of the risks and problems of gender-reversed endorsement advertising from a legal perspective,using the advertising law as the entry point for research,elaborating and sorting out the norms of the advertising law,analyzing it with existing cases,and interpreting gender-reversed endorsement advertising from two perspectives: advertising norms and advertising risks.The fifth part of the study presents recommendations based on the current problems faced by gender-reversed endorsements in cosmetic advertising,with a view to providing some implications for the future application and development of gender-reversed endorsement advertising.Finally,the conclusions,shortcomings and outlook of the study are summarised and expectations for the future development of gender-reversed endorsements are raised.This paper presents a phenomenological and strategic analysis of gender-reversed endorsement in the context of communication theory,and explores the impact of advertising law on gender-reversed endorsement,as well as the risks and problems of gender-reversed endorsement,providing a new perspective for future research.At the same time,the study of the phenomenon of gender-reversed endorsement helps to better understand the implementation and execution of the strategy,and it is hoped that this study will bring useful thoughts and changes to the development of gender-reversed endorsement.