Multimodal Analysis on Man’s Cosmetic Advertisements

목차

I. Introduction

II. Methodology

III. Result and Discussion
1. Flowermen (꽃을 든 남자) (1)
2. MISSHA
3. VONIN (1) “내 남자의 부드러움에 끌리다”
4. VONIN (2) “스포츠로 만든 피부같다”
5. Flowermen (꽃을 든 남자) (2)
6. VONIN (3) “생기 잃은 피부의 힘을 찾아주는 수분 탄력 파워에너지”
7. HERA
8. BIOTHERM

IV. Conclusion

V. References

본문내용

Motivation: Todays, more and more man’s cosmetic advertisements appear on TV or printed advertisements as men care about their appearance more than ever. What I noticed was that the target of the advertisements. Some of the advertisements seems to target woman purchaser who buy man the products, giving messages like “Improve your man’s skin.” This reflects the old established perception that wife or girlfriend buy man’s cosmetic products for their husband or boyfriend. This is still true, but these days growing number of men purchase their cosmetic product for themselves. Many advertisement of cosmetics for men keep pace with this trend, so they run more advertisement targeting male consumers. Even if classifying gender of the target in each cosmetic advertisement would be not strictly clear, I assumed that there are some differences when the advertisements targets women purchaser or men consumer. In this study, I would focus on how the man’s cosmetic advertisements set the target and appeal to the target.

참고자료

· 민지혜, 최만수 「화장품, 보정속옷, 남 전용상품 뜬다」, 한국경제 20004 http://www.hankyung.com/news/app/newsview.php aid=2013080438961
· 홍태식(광고 제2본부 부국장). 「화장품 광고/국내 화장품광고의 성공사례」 data.adic.co.kr/lit/fulltext/S0000078/0doc
· 이태경. 「남성화장품 광고가 구매자와 사용자간의 구매행동에 미치는 영향에 관한 연구」. 홍익대학교 광고홍보대학원.