玫琳凯化妆品广告在中国的研究-平面设计专业毕业论文.docxVIP

中文摘要 在我国, 化妆品市场伴随着宏观经济的快速发展日益呈现出高速发展的趋 势，越来越多的厂商意识到该行业的巨大商机及其带来的高额利润。而广告作为 生产者和消费者的交流工具，对于产品的刺激和消费起着至关重要的作用，好的 广告设计不仅能够刺激消费者的视觉，更能够勾起消费者的购买欲望，并增加他 们的购买行为。 玫琳凯化妆品广告在中国，根据化妆品直销与广告的特点, 运用广告媒介包 括电视、杂志、报纸、网络媒体等，并专门聘请国际级大师制作班底，投入大量 的人力物力着手完成。广告形象代言人由台湾地区家喻户晓的时尚美容达人和美 女作家林叶亭出任，广告语是由玫琳凯公司总裁玫琳凯·艾施亲自撰写，在这支 广告中，林叶亭作为家庭、事业能取得成功平衡的知性女人，将玫琳凯女性多面 的美丽演绎得淋漓尽致，完美展现出玫琳凯”美丽多面体”的品牌理念。玫琳凯 外部广告除了在电视和网络上投放外，还在一些户外媒体和平面媒体中投放。 本研究以玫琳凯化妆品公司在中国的广告发展为例，采用文献综述法、访谈 法、普遍性与特殊性相结合的方法，并深入分析玫琳凯广告与中国结合的特色， 希冀为中国化妆品行业的国际化提供理论基础和实践依据。 本研究共分三个部分：第一部分以玫琳凯化妆品在中国市场，及其广告在中 国的发展和状况作为研究背景，从而提出研究内容，并分析研究目的、意义和研 究方法的思路；第二部分以文献综述和研究陈述为依据，逐一阐述分析玫琳凯广 告的特点，从而找出玫琳凯广告中国化的特点，以供其他品牌借鉴；第三部分对 玫琳凯广告在中国的深化发展进行归纳; 最后对本研究的结论进行总结整理。 关键词：玫琳凯 广告 中国化 II Abstract In china, with the development of macroeconomic, Cosmetics market shows the trend of rapid development. More and more companies have noticed the tremendous business opportunities in the industry and the high profits that brought about. The advertising, as a communication tool between producers and consumers, plays an important role in the stimulation and consumption of the products. Good advertising design can not only visually stimulate consumers, but also can arouse the consumers’ purchasing desires and increase their purchasing behavior. Due to the features of cosmetics direct marketing and advertisement, the Mary Kay cosmetics’ advertising in China utilizes such advertising media as television, magazines, newspaper and internet media. In addition, the company employs international masters and utilizes lots of human and physical resources to complete them. The advertisement representative is Lin Yeting who is well-known in Taiwan as the fashionable hairdressing expert and the pretty writer. The advertisement content was written by Lay Mary Kay Ash, the director-general of the Mary Kay Company. In this advertisement, as the intellectual woman who has succeeded in family and work, Lin Yeting performs the feminine beauty in different aspects perfectly, reflecting the bran