本科毕业设计时尚杂志广告对女性消费者的影响.docx

本科毕业设计时尚杂志广告对女性消费者的影响.docx

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本科毕业设计时尚杂志广告对女性消费者的影响

Abstract

Since1980s,obviously,fashionmagazineadvertisementsinChinahaveanenormouschangebothculturallyandcommercially.FashionmagazineadvertisementscameintobeingmuchearlierinthewestthaninChina,sothereisabiggapbetweenChinaandwesterncountries.Chinesefashionmagazineadvertisementsfellbehind.Withtheimprovementofthequalityoflife,fashionmagazineadvertisementsexertsignificanteffectsonfemaleconsumers.AforeignscholarnamedVeblenmentionedthatpeoplewouldconsumeoncetheirdemandsforbasicmaterialsweresatisfied.Inthispaper,theauthorwillanalyzetheeffectsof“RUILI”and“FASHION”onfemaleconsumers.Accordingtosomepresentproblemsoffashionmagazineadvertising,somestrategiesareappliedtofashionmagazineadvertisements.Thispapermainlyfocusesonhowtoimprovethefashionmagazineadvertisementssoastoprovidefemaleconsumerswithgoodadvice.Hence,theywillbeabletocultivaterationalconsumptionbehavior.

Keywords:

fashionmagazineadvertising;femaleconsumers;effects;strategies

摘要

自二十世纪八十年代以来，时尚杂志广告已经成为引人注目的文化和发展的商业。

时尚杂志广告在西方社会早有发展，中西时尚杂志广告有很大的差别，中国时尚杂志广告发展落后于西方国家。

随着生活质量的提高，时尚杂志广告对女性消费者的影响越来越明显。

国外学者维布伦提到消费者在满足基本物质后会继续消费。

本文首先分析“瑞丽”，“时尚”对女性消费者的影响，根据女性消费状况以及存在的问题，然后给出策略，分析如何提高时尚杂志广告的质量，希望能给消费者提供一个理性的消费建议。

关键词：

时尚杂志广告；女性消费者；影响；策略

Contents

Abstract………………………………………………………………………………………...…i

摘要................................................................................................................................................ii

1.Introduction1

1.1ResearchBackground1

1.2IntroductionofFashionMagazineAdvertisements1

1.3TheSignificanceofResearch2

2.LiteratureReview4

2.1DomesticResearchConditions4

2.2ForeignResearchConditions4

2.3TheProspectsofFashionMagazineAdvertisements5

3.TheEffectsofFashionMagazineAdvertisementsonFemaleConsumers6

3.1AnAnalysisoftheEffectsofFashionMagazineAdvertisements6

3.1.1ImpactofBrands7

3.1.2CompetitionintheSameIndustry7

3.2FemaleConsumptionundertheGuidanceofFashionMagazineAdvertisements6

3.2.1ChangingConsumers’ComsumptionBehavior6

3.2.2LackingHumaneCare6

3.3DevelopmentStrategies7

3.3.1UnderstandingFemaleConsumers’Hearts8

3.3.2UrgingRationalConsumption9

3.3.3EducationwithHumaneCare10

4.Conclusion12

References13

Acknowledgements14

1.Introduction

1.1ResearchBackground

Since1980s,obviously,fashionmagazineadvertisementsinChinahaveseenanenormouschangebothculturallyandcommercially.Fashionmagazineadvertisementsdevelopedsoearlyinthewest.Thelevelsofdevelopmentarequitedifferent.Chinesefashionmagazineadvertisementsfellbehind.Manypeoplehavefocusedonthedevelopmentoffashionmagazineadvertisements,whohavekeptpacewithfashionallthetime.Withthehelpofadvancedtechnology,theformsofadvertisementsarealsodiversifying.However,fashionmagazineadvertisingisoneofthemostpopularadvertisingmediatofemaleconsumers,whoisthemostpotentialgrouptoreadthesefashionmagazines.Asforsomehousewives,readingfashionmagazineisagoodchoicetokilltime.Asforsomewhite-collarfemales,whentheyarewealthyenoughtoaffordsomethingmoreexpensive,theywilltrytofindsomethingnewtorefreshthemselvesafterwork.Consequently,therelationshipbetweenfemaleandfashionmagazineadvertisementsisreallyagoodresearchissuethatisworthyoffurtherstudy.

Intheseyears,lotsofscholarshavedoneresearchesontheeffectsoffashionmagazineadvertisementsonbothfemaleandmaleconsumers.AscholarnamedChenTaozhenpointedoutthereasonsforsuccessfulfashionmagazineadvertisements,includingmarketdivisionandaccuratepositioning,innovation,strategiesforthesecondsale,andcustomers’satisfaction.Iftherearesomeshortcomingsofthesefiveparts,fashionmagazineadvertisementswillnotbesuccessful.Theauthorholdsthatthemostimportantthingistosatisfycustomers.Theauthorwouldliketoanalyzethispartratherthanotherfourparts.Thereasonisthatonceconsumersaresatisfied,thesalesoffashionmagazineswillbegreat.However,tosomeextent,fashionmagazineadvertisementscannotmeetallpeople’sneeds.Undersuchcircumstances,manyproblemsmayarise.Inthispaper,theauthorwillanalyzetheeffectsoftheseproblemsandtakessomeeffectivemeasurestoresolvethem.Theauthorwillfocusonhowtoimprovethequalityoffashionmagazineadvertisementssoastogivegoodadvicetoconsumers,andthentheywillhavegoodconsumptionbehaviorandconsumerationally.

Nowadays,“fashion”hasbecomeahottopicinourdailylife.Sincefashionisgloballyconcerned,ithasaffectedthepublic.Fashionadvertisementsattractalotofpublicattention.Thereisnodoubtthatfashionmagazineadvertisementshaveeffectsonfemaleconsumersthatareinevitable.Toacertainextent,theycanbeminimized.Asweknow,eachcoinhastwosides，withbothadvantagesanddisadvantages.Twoadvantageswillbelistedhere.Fashionmagazineadvertisementscanprovidefemaleconsumerswithfashionandmakefemalefeeltheirstatuselevatedinvisibly.However,fashionmagazineadvertisementsleadfemaleconsumerstoconsumeirrationally.Theauthorwillanalyzethedisadvantagesinthefollowingparts.

1.2IntroductionofFashionMagazineAdvertisements

Wewillposeaquestionwhenweseethistitle.Whatexactlyisfashionmagazineadvertisement?

Inresponsetothisquestion,peoplefromdifferentareasholddifferentpointsofview.Inmyopinion,fashionmagazineadvertisementmeansthattheadvertisementisnotonlypromotingnewproductordressesandevenmakinggiveusefulknowledgetoconsumers.

Thereisasentence,“haojiubupaxiangzishen,haojiuwuxuqingtengzhi.（好酒不怕巷子深，好酒无需青藤枝）”,wecanseethattherewassuchanadvertisementlikethatinthehistory,butitsfunctionwasnotnoticed.Advertisementsaremoreandmoreprominentaseconomygrows.Nowadays,wecanseethatfashionmagazineadvertisementsbearmanyfunctionsinourdailylife,suchaseconomicfunction,socialfunction,andinformativefunction,persuasivefunctionandsoon.Firstly,advertisementsofferfemaleconsumersthelatestinformationofproductsandpersuadethemtobuytheseproductsandmakethelifeofpeopleconvenient.Advertisementshavebecomeanessentialeconomicfactorofpromotingproducts.Secondly,advertisementscansetupagoodimageforproducts.Advertisementscanexploreanewpotentialmarketforthesalesofproducts.Thirdly,advertisementenrichespeople’slifewithhumanismknowledge.

Withtherapiddevelopmentoffashionmagazineadvertisements,variousnewformswillbecomeadvertisingmedia.However,fashionmagazineadvertisementsareoneofthemostpopularadvertisingmediatofemaleconsumers.Fashionmagazineadvertisementstellmuchknowledgeaboutideologythroughthetext,arousingpeople’sdesiretoconsumeandinstructingpeopletobuythingsastoldintheadvertisement.Itattractsmoreandmorepassers-bytodressthemupfashionablyinordertofollowthefashion.Undertheinfluenceofthisphenomenon,somepeoplebelievethatfashionmagazineadvertisementswilltakeplaceofnewsinthefuture.

Infact,thedistinguishedcharacteroffashionmagazineadvertisementsisthatthetextisembeddedintopicturesandtextsjusttakeasmallproportionoffashionmagazineadvertisements.Peopledon’tneedtospendmuchtimeinthinking,sotheycanreceivemuchinformationsimultaneously.Thestatisticsofresearchesshowthatwomenarethebiggestconsumersoffashionmagazines.Fashionmagazinesareguidestofemalelife,whichwillmakethemkeeppacewithfashion.Perhaps,theycannotaffordgoodsadvertisedinfashionmagazines,buttheycanenjoythemselveswhilereadingfashionmagazineadvertisements.Asweknow,everycommoditysymbolizesfashion,bringingineffabletemptationandexpectationstoconsumers.Consumers’expectationsarenotjusttobuythingstheywantandtheywanttobeadmittedinthefashionareaduringthispurchaseprocess.Withouttheguidanceoffashionadvertisements,fashionmagazineswillloseitsvalue.

1.3TheSignificanceofResearch

Since1990s,fashionmagazineshavefullydevelopedwiththerapiddevelopmentofChina'seconomy,suchas“ELLE”,“RUILI”andotherkindsofsuchfashionmagazines.Theybegantobeflourished.Since2000,Chinesemalefashionmagazinesappeared,suchas“FashionSir”,“Demeanor”,“FHM”andsoon.Fromthattime,manyscholarshavespentmuchtimeconductingresearchesonmanyaspectsaboutmale’sviewtowardsfashionmagazines.However,littleattentionisfocusedontheeffectsoffashionmagazineadvertisementsonfemaleconsumers.Indeed,asthestatusoffemaleisimproved,moreandmorefashionmagazineadvertisementsaretargetedtofemale.Femaleconsumersconstituteahighproportionofreaders.Itisnecessarytodoaresearchonthem.

Generallyspeaking,theanalysisoftheeffectsoffashionmagazineadvertisementstargetingfemaleconsumersisflexible.Becauseofthepopularityoffashionmagazinesinoursociety,thedatasourcesoftheanalysisareplentifulanddiversified.Furthermore,theresearchesonfashionmagazineadvertisementswillbecontributedtotheimprovementofpromotionstrategies.Meanwhile,femaleconsumerscanbenefitfromresearches.Femaleconsumersaremoresensitivetosuchadvertisements.Finally,theinfluencesonconsumers’psychologicalmotivationmaybehelpfulformanufactures,admenandconsumersatthesametime.

The21stcenturyisconsideredasthecenturyofinformation,theimportanceofadvertisingbecomessignificant.Advertisingisplayinganincreasinglyimportantroleinoursocie