An Analysis the Popularity of Consuming Men in Chinese Cosmetics Advertisement
Abstract
In the recent years, a phenomenon of “Consuming Men†gets more and more popular, for instance, in the year of 2019, there are 24 cosmetics companies whose target customers are female group signing contract with male stars to boost their sales volume. This presence takes place in today’s world for explainable reasons. Objective: In this article, the author illustrates this phenomenon from the theory of somaesthetics, feminism and symbolization. Methods: To achieve this research goal, the author takes a case study analysis of two cosmetic advertisement to explore the behind the reasons for this phenomenon. Results: The results shows that in female cosmetics advertisements, men’s images are always symbolized to cater to women consumers for the reason that the power of body, women and media have a great effect on consumer society. Conclusion: In the consumer society, the significance of body couldn’t be ignored anymore. Loads of cosmetics industries realized this point and were rewarded huge profits. However, according to somaesthetics, as long as the relation of “seeing†and “being seen†exists, no matter whose party is despised or taken advantage of, equality will never be reached, which is not good for the balance of the whole society.
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