本科毕业设计时尚杂志广告对女性消费者的影响.docx

1、本科毕业设计时尚杂志广告对女性消费者的影响AbstractSince 1980s, obviously, fashion magazine advertisements in China have an enormous change both culturally and commercially. Fashion magazine advertisements came into being much earlier in the west than in China, so there is a big gap between China and western countries. C

2、hinese fashion magazine advertisements fell behind. With the improvement of the quality of life, fashion magazine advertisements exert significant effects on female consumers. A foreign scholar named Veblen mentioned that people would consume once their demands for basic materials were satisfied. In

3、 this paper, the author will analyze the effects of “RUILI” and “FASHION” on female consumers. According to some present problems of fashion magazine advertising, some strategies are applied to fashion magazine advertisements. This paper mainly focuses on how to improve the fashion magazine advertis

4、ements so as to provide female consumers with good advice. Hence, they will be able to cultivate rational consumption behavior.Key words: fashion magazine advertising; female consumers; 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

5、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 ContentsAbstract.i摘要. .ii1. Introduction 11.1 Research Background 11.2 Introduction of Fashion Magazine Advertisements 11.3 The Significance of

6、Research 22. Literature Review 42.1 Domestic Research Conditions 42.2 Foreign Research Conditions 42.3 The Prospects of Fashion Magazine Advertisements 53. The Effects of Fashion Magazine Advertisements on Female Consumers 63.1 An Analysis of the Effects of Fashion Magazine Advertisements 63.1.1 Imp

7、act of Brands 73.1.2 Competition in the Same Industry 73.2 Female Consumption under the Guidance of Fashion Magazine Advertisements 63.2.1 Changing Consumers Comsumption Behavior 63.2.2 Lacking Humane Care 63.3 Development Strategies 73.3.1Understanding Female Consumers Hearts 83.3.2 Urging Rational

8、 Consumption 93.3.3 Education with Humane Care 104.Conclusion 12References 13Acknowledgements 141. Introduction1.1 Research BackgroundSince 1980s, obviously, fashion magazine advertisements in China have seen an enormous change both culturally and commercially. Fashion magazine advertisements develo

9、ped so early in the west. The levels of development are quite different. Chinese fashion magazine advertisements fell behind. Many people have focused on the development of fashion magazine advertisements, who have kept pace with fashion all the time. With the help of advanced technology, the forms

10、of advertisements are also diversifying. However, fashion magazine advertising is one of the most popular advertising media to female consumers, who is the most potential group to read these fashion magazines. As for some housewives, reading fashion magazine is a good choice to kill time. As for som

11、e white-collar females, when they are wealthy enough to afford something more expensive, they will try to find something new to refresh themselves after work. Consequently, the relationship between female and fashion magazine advertisements is really a good research issue that is worthy of further s

12、tudy. In these years, lots of scholars have done researches on the effects of fashion magazine advertisements on both female and male consumers. A scholar named Chen Taozhen pointed out the reasons for successful fashion magazine advertisements, including market division and accurate positioning, in

13、novation, strategies for the second sale, and customers satisfaction. If there are some shortcomings of these five parts, fashion magazine advertisements will not be successful. The author holds that the most important thing is to satisfy customers. The author would like to analyze this part rather

14、than other four parts. The reason is that once consumers are satisfied, the sales of fashion magazines will be great. However, to some extent, fashion magazine advertisements cannot meet all peoples needs. Under such circumstances, many problems may arise. In this paper, the author will analyze the

15、effects of these problems and takes some effective measures to resolve them. The author will focus on how to improve the quality of fashion magazine advertisements so as to give good advice to consumers, and then they will have good consumption behavior and consume rationally. Nowadays, “fashion” ha

16、s become a hot topic in our daily life. Since fashion is globally concerned, it has affected the public. Fashion advertisements attract a lot of public attention. There is no doubt that fashion magazine advertisements have effects on female consumers that are inevitable. To a certain extent, they ca

17、n be minimized. As we know, each coin has two sides，with both advantages and disadvantages. Two advantages will be listed here. Fashion magazine advertisements can provide female consumers with fashion and make female feel their status elevated invisibly. However, fashion magazine advertisements lea

18、d female consumers to consume irrationally. The author will analyze the disadvantages in the following parts.1.2 Introduction of Fashion Magazine AdvertisementsWe will pose a question when we see this title. What exactly is fashion magazine advertisement? In response to this question, people from di

19、fferent areas hold different points of view. In my opinion, fashion magazine advertisement means that the advertisement is not only promoting new product or dresses and even making give useful knowledge to consumers. There is a sentence, “haojiu bupa xiangzi shen, haojiu wuxu qingtengzhi.(好酒不怕巷子深，好酒

20、无需青藤枝)”, we can see that there was such an advertisement like that in the history, but its function was not noticed. Advertisements are more and more prominent as economy grows. Nowadays, we can see that fashion magazine advertisements bear many functions in our daily life, such as economic function

21、, social function, and informative function, persuasive function and so on. Firstly, advertisements offer female consumers the latest information of products and persuade them to buy these products and make the life of people convenient. Advertisements have become an essential economic factor of pro

22、moting products. Secondly, advertisements can set up a good image for products. Advertisements can explore a new potential market for the sales of products. Thirdly, advertisement enriches peoples life with humanism knowledge.With the rapid development of fashion magazine advertisements, various new

23、 forms will become advertising media. However, fashion magazine advertisements are one of the most popular advertising media to female consumers. Fashion magazine advertisements tell much knowledge about ideology through the text, arousing peoples desire to consume and instructing people to buy thin

24、gs as told in the advertisement. It attracts more and more passers-by to dress them up fashionably in order to follow the fashion. Under the influence of this phenomenon, some people believe that fashion magazine advertisements will take place of news in the future. In fact, the distinguished charac

25、ter of fashion magazine advertisements is that the text is embedded into pictures and texts just take a small proportion of fashion magazine advertisements. People dont need to spend much time in thinking, so they can receive much information simultaneously. The statistics of researches show that wo

26、men are the biggest consumers of fashion magazines. Fashion magazines are guides to female life, which will make them keep pace with fashion. Perhaps, they cannot afford goods advertised in fashion magazines, but they can enjoy themselves while reading fashion magazine advertisements. As we know, ev

27、ery commodity symbolizes fashion, bringing ineffable temptation and expectations to consumers. Consumers expectations are not just to buy things they want and they want to be admitted in the fashion area during this purchase process. Without the guidance of fashion advertisements, fashion magazines

28、will lose its value.1.3 The Significance of ResearchSince 1990s, fashion magazines have fully developed with the rapid development of Chinas economy, such as “ELLE”, “RUILI” and other kinds of such fashion magazines. They began to be flourished. Since 2000, Chinese male fashion magazines appeared, s

29、uch as “Fashion Sir”, “Demeanor”, “FHM” and so on. From that time, many scholars have spent much time conducting researches on many aspects about males view towards fashion magazines. However, little attention is focused on the effects of fashion magazine advertisements on female consumers. Indeed,

30、as the status of female is improved, more and more fashion magazine advertisements are targeted to female. Female consumers constitute a high proportion of readers. It is necessary to do a research on them.Generally speaking, the analysis of the effects of fashion magazine advertisements targeting f

31、emale consumers is flexible. Because of the popularity of fashion magazines in our society, the data sources of the analysis are plentiful and diversified. Furthermore, the researches on fashion magazine advertisements will be contributed to the improvement of promotion strategies. Meanwhile, female

32、 consumers can benefit from researches. Female consumers are more sensitive to such advertisements. Finally, the influences on consumers psychological motivation may be helpful for manufactures, admen and consumers at the same time.The 21st century is considered as the century of information, the importance of advertising becomes significant. Advertising is playing an increasingly important role in our socie