化妆品广告女性诉求研究--化妆品广告诉求趋同化倾向分析.docVIP

摘 要 当今市面上的化妆品广告给人的感觉都大同小异，无论是广告的具体内容还是表现形式都极为相似，很难让人留下深刻的品牌形象。这些广告多以产品的功效、成分和科技含量为诉求重点；以感性诉求为主要得诉求方式；以注重品牌效应为诉求策略、选择名人进行代言。这导致大量的化妆品广告趋同，不同广告的相似度很大，消费者很容易将几个品牌的广告信息混淆，使品牌形象模糊，大大减弱了化妆品广告的传播效果。 许多女性化妆品广告通过塑造完美迷人的女性形象吸引受众，激发女性消费者内心追求美丽的渴望。这些形象大多是年轻貌美的明星丽人，或者拥有性感身材迷人气质的模特名媛。青春、美丽、高贵典雅、令人心动是她们的共同特征。这种女性形象的趋同，容易导致受众的审美疲劳从而对广告信息产生厌倦抵制的情绪，对广告内容的真实性产生怀疑，也无法满足一些消费者的求异心理，对广告的宣传效果产生不良的影响，也降低了品牌的区分度。 在一则化妆品广告之中，固然可以有许多个诉求点，但每则广告都有其特定的目的和目标消费群体。随着商品经济的发展，受众群体逐渐分化，受众的细分已经成为一种趋势。消费者更加注重产品的专业型和针对性，因此这种力求全面的化妆品广告受众目标模糊，给人以不甚专业的感觉。另外，受众对广告信息的接受程度也受到其记忆力和注意力的限制。因而缺少诉求重点的广告难以给受众留下深刻的印象，也不利于消费者理解产品信息，大大降低了广告宣传的效果。 关键词：化妆品广告 诉求 女性 趋同化 Abstract Cosmetics advertising market today feels are similar, whether it is the specific content of the advertisement or manifestations are very similar, it is hard to leave a lasting brand image. These ads are mostly efficacy , composition and technological content of products is their focus ; to get emotional appeal as the main appeals ; to focus on branding strategies for the demands of select celebrities carry endorsement. This leads to a lot of cosmetics advertising convergence great similarity of different advertising , consumers can easily be confused with several brands of advertising messages , so that the brand image blur , which greatly weakened the dissemination of results of cosmetics advertising. Many women cosmetics advertising by attractive women create the perfect image to attract audiences and inspire the pursuit of beautiful female consumers hearts desire . Young , beautiful , elegant, exciting is their common characteristics. This image of women convergence , easily lead to fatigue and thus the audience bored boycott Ad mood of doubt the authenticity of advertising content , there can be many selling point , but each ad has its specific purpose and target consumer groups . Thus the lack of focus on the demands of advertising is difficult to impress the audience , is not conducive to consumer understanding of product information, grea