第3章消费者人格祥解.ppt

* Advertisements Extending the Self This Italian ad demonstrates that our favorite products are part of the extended self. * Satirical Ad of Exploitation This French shoe ad pokes fun at ads that demean women by proclaiming: “No woman’s body was exploited in the making of this advertisement.” * Reinforcing Gender Stereotypes This ad rebels somewhat against “political correctness” by reinforcing gender stereotypes. * 吉列公司(Gillette Co., G)的Right Guard品牌也推出了“Xtreme Cool Spray”除汗体香剂，它装在一个子弹形状的瓶子里，一侧还有一个喷射按钮，有点像灭火器。8月份，宝洁公司(Procter Gamble Co., PG, 又名:宝硷公司)Old Spice推出了“Red Zone”品牌的体香喷剂。上述种种体香剂正彻底改变传统体香剂的销售格局。据AC尼尔森(ACNielsen)的数据，此类体香剂2002年在美国出现之前，女用体香剂的销售要超过男用体香剂，而现正好相反。在过去3年，男用体香剂和除汗剂的销售猛增了13%，而女用体香剂和除汗剂的销售则下降了近12%。许多小伙儿说，他们开始使用体香剂的主要原因是，广告声称体香剂的香味会把女孩子吸引到身边。实际上，和过去不同的是，如今的体香剂广告更像是啤酒广告。并且这些广告不再遮遮掩掩，而是大大方方地将性推到了台前。 * BODY LANGUAGE When men are asked to rank figures with various weights and waist-hip ratios (0.7 to 1.0), they favor a pronounced hourglass shape. The highest-ranked figures are N7, N8 and U7 (in that order). The lowest ranked is O10. OUR FACES ARE OUR SIGNATURES, but when it comes to raw sex appeal, a nice chin is no match for a perfectly sculpted torso--especially from a mans perspective. Studies from around the world have found that while both sexes value appearance, men place more stock in it than women. And if there are social reasons for that imbalance, there are also biological ones. Just about any male over 14 can produce sperm, but a womans ability to bear children depends on her age and hormone levels. Female fertility declines by two thirds between the ages of 20 and 44, and its spent by 54. So while both sexes may eyeball potential partners, says Donald Symons, an anthropologist at the University of California in Santa Barbara, a larger proportion of a womans mate value can be detected from visual cues. Mounting evidence suggests there is no better cue than the relative contours of her waist and hips. Before puberty and after menopause, fe