当代女性化妆品电视广告的解读-传播学专业论文.docx

Abstract In contemporary society, with rapid economic development and peoples rising living standards, more and more people begin to pursue spiritual needs after achieving material satisfaction. This is mainly embodied in the commodity consumption in the consumption: People not only focus on the use value of consumption, but also on the additional value of goods, which is largely produced through the ads .Advertising is promoting consumption, which plays an important role in promoting economic development . Many scholars have focused on the development of advertising and have conducted related research on it. But as for present study, research on television advertising about female cosmetics is little, and the kind of advertising is a major part of all ads that cannot be neglected. Research on it will be beneficial to its own development as well as advertising industry. Before the study, we have observed, collected some female cosmetics ads on television and some A-list or B-list female cosmetics ads at home and abroad, then we have analyzed and summarized them. The understanding of cultural background should go first necessarily before an interpretation of this kind of advertising. Advertising itself is transporting a certain culture, and its development will be inevitably restricted by the contemporary culture, so an understanding of the cultural background will help us understand the present situation of the development of ads. The consumers psychological needs can determine the position of female cosmetics accurately, thus we can find its unique appeal points, which will help us find effective appeals to publicize products. Rational appeal, emotional appeal and reasonable appeal are three main methods in the ads of female cosmetics on TV. Different types, different brands of cosmetics will choose different method. According to the information collected already, reasonable appeal is used most widely. Next, we study the phenomenon of symbolization of advertising.