法学本科毕业论文-时尚杂志广告对女性消费者的影响.doc

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. Chinese 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 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 advertisements 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 iiContentsAbstract.i摘要. .ii1. Introduction11.1 Research Background11.2 Introduction of Fashion Magazine Advertisements11.3 The Significance of Research22. Literature Review42.1 Domestic Research Conditions42.2 Foreign Research Conditions42.3 The Prospects of Fashion Magazine Advertisements53. The Effects of Fashion Magazine Advertisements on Female Consumers63.1 An Analysis of the Effects of Fashion Magazine Advertisements63.1.1 Impact of Brands73.1.2 Competition in the Same Industry73.2 Female Consumption under the Guidance of Fashion Magazine Advertisements63.2.1 Changing Consumers Comsumption Behavior63.2.2 Lacking Humane Care63.3 Development Strategies73.3.1Understanding Female Consumers Hearts83.3.2 Urging Rational Consumption93.3.3 Education with Humane Care104.Conclusion12References13Acknowledgements141. Introduction1.1 Research BackgroundSince 1980s, obviously, fashion magazine advertisements in China have seen an enormous change both culturally and commercially. Fashion magazine advertisements developed 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 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 some 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 study. 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, innovation, 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 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 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” has 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 can 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 lead 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 different 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, 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 promoting 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 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 things 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 character 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 women 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, every 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 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, such 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, 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 female 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 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 society. Dyer claims that “advertising is one of the mechanisms used by modern capitalism to organize and ensure markets for its goods. It contributes to the growth and prosperity of the society. Despite its positive effects, the negative sides are great, which are not supposed to be neglected (Hu，2009).” The author will discuss the negative effects of fashion magazine advertisements by the analysis of some representative examples, exploring the features and existing problems. Whats more, some effective strategies might be applied to solve these problems.2. Literature Review2.1 Domestic Research ConditionsIn February of 1980, the first fashion magazine entitled SHIZHUANG came into being in the mainland of China. While in 1988, “ELLE (世界时装之苑)”created the history of Chinese fashion magazines (Wang, 2001:203-204). According to statistics, in 2005, Chinese fashion magazines are in the top sales. It took up more than 40% of the market shares of the magazine industry. At present, the “FASHION”, “RUILI”, “ELLE(世界瑞丽时尚之苑)”，these three fashion magazines dominate fashion markets with their history of over ten years, abundant international resources, and absolutely competitive brands.Nowadays, the consumptive space is the possibility for enlarging and expanding. The styles of Chinese magazine advertisements are copies of those in western countries. Although fashion magazine advertisement industry was originated in western countries, it spreads from countries to countries, regions to regions and therefore absorbing diverse elements. As for Chinese fashion magazines, there are many differences as compared with other countries. For one thing, Chinese people cannot adapt themselves to the thought of westerners. For another, the thought of westerners breaks into our thoughts. Due to this different way of thinking, Chinese try hard to grasp the idea from fashion magazine advertisements but they are not sure what they mean. We just pursue the fashion, ignoring the local culture, so that the content of advertisements should be localized.2.2 Foreign Research ConditionsThe advertisements have been in existence for a long time, advertisement can be said that they are here and there. With the development of society and the improvement of the quality of life, fashion magazine advertisements become closer to people. The leisurable lifestyle is gaining popularity among people with the progress of modernization. It is not a bad thing, because fashion magazine advertisements make people relax and joyful. Foreign studies have shown that people will get 150 pieces of advertisements that are exciting from news paper, radio, television, and other media every day. But there is an average of about 11 to 20 advertisements being absorbed by people, and there is some attention to fashion advertisements（Yao，2001). It is possible to touch consumers hearts when there is some attention to people. As time goes, advertisements become one part of our life. As what I have mentioned in the previous part, fashion magazines came into being much earlier in western societies. In 1867, the American fashion magazine, “HAPPERS BAZAAR” became the first fashion magazine in the world. In 1921, the Parisian fashion magazine, “LOFFICIEL”, became the first fashion magazine in Europe. Similarly, they are publicized on the basis of fashion. Gradually, they developed, including fashion, beauty, and other aspects of life. For nearly a century, occident fashion magazines have been increasing. It means that the business of fashion magazines is flourishing. Since 1980s, occidental countries have expanded their fashion magazines oversea. There are many editions all over the world. For example, there are 34 editions of “ELLE” in the world, including Chinese edition. Recently, foreign scholars have had a further understanding of fashion magazine advertisements. Podrida put forward a concept of “the value of symbols”. He thought that we have experienced the times of “the value of use” and “the value of exchange”. Now we have entered the times of “the value of symbols”. This way of consumption not only develops for new need of consumption, but also promotes full community participation（Podrida, 2000:92). As a result, this consumptive magazine meets the societys needs or demands.2.3 The Prospects of Fashion Magazine AdvertisementsIn recent years, fashion magazine advertisements have become more prominent in advertisements industry. The annual turnover of fashion magazine advertisements goes up from 20% to 30%. The success of its sale is related to the content of magazine advertisements, layout, and pattern. Actually, fashion magazine advertisement was originated from western countries, so Chinese advertising is dependent on foreign models. It lacks competition. In addition, foreign journals have entered Chinas market, which makes the road of Chinese fashion magazine advertisements still be full of twists and turns. The market for Chinese fashion magazine advertisements is rather small. Compared with markets in western countries, the market for fashion magazine in China is still not mature. But it has potentiality to subdivide location of the market. The adviser would like to open new markets in the market segments, which can be developed well and meet the readers individuality. Meanwhile, it can extend the space of development of fashion magazine advertisements. After all, how big the market demands is, how much consumer needs is. So it must be proceeded through tangible things, such as art, literature work, clothing and intangible concept, history, knowledge, law, morality, custom etc. that embed in a fashion magazine advertisements, which make the reader have comprehensive development and all-round education in this aspect（Wells, Burnett, Moriarty,2005:112).Actually, advertisements had ever been ignored before, but today they have the value of reference in our daily life. They exist all over the world. Firstly, they take the first place for readers. Advertisements attract readers attention through a lot of valuable contents. Secondly, western media criticized so many things, noting that magazines cannot tell female what to do. As a female consumer, she should have her own ideas for what she wants to do and she should know how to act in the daily life. Thirdly, advertisements should encourage female to contribute themselves to magazines, so that they can naturally feel that they are in an area of fashion. It can equalize womens social status and it has also played an active role in society, which means that men and women are equal.3. The Effects of Fashion Magazine Advertisements on Female ConsumersFashion magazine advertisements exist at home and abroad. It has brought about many effects on female consumers. As we know, everything has two sides like a coin, the effects of fashion magazine advertisements are no exceptions. On one hand, fashion magazine advertisements enrich our sensory world and aesthetic life. On the other hand, they can guide consumers to purchase what they need and enrich their fictional world. Nevertheless, there are some negative effects. As the market for fashion magazine originated in western countries and Chinese fashion magazine advertisements were copied from the model of those in western countries, female consumers catch up with the trend of western fashion. Sometimes, it will induce people to buy things that are unnecessary for them.3.1 An Analysis of the Effects of Fashion Magazine Advertisements There are many plausible explanations for these phenomena. The author will analyze the impact of brands and the competition in the corresponding industry. 3.1.1 Impact of Brands Fashion magazine advertisements may have sold in the market for many years and enjoy high popularity. Their quality of goods advertised can be represented by their brands. This fashion magazine has many advertisements of famous brands. Take “