概括
男士护肤广告将面部构成产品解决的问题,使美容实践正常化. 广告使用男性特征将化品与传统的男子气概联系起来,允许男性保持社会地位.
科学领域:
- 社会语义学是一种社会语义学.
- 多模式批判性话语分析 (MCDA)
- 消费文化理论 消费文化理论
背景情况:
- 面部护肤产品面向男性的市场日益增长.
- 越来越多的社会关注男性身体美化和自我护理.
- 在男性的生活方式中"美学劳动"和"成功老龄化"的概念.
研究的目的:
- 检查男性护肤品广告的文字和视觉设计.
- 分析这些广告如何构建男子气概和美容实践.
- 了解护肤消费对男性自我认知和社会地位的作用.
主要方法:
- 护肤广告的多模式批判性话语分析 (MCDA).
- 分析了欧莱雅男士,尼维亚男士和克拉林斯男士广告中的文字和视觉元素.
- 社会语义学理论的应用.
主要成果:
- 男性的面孔被呈现为需要皮肤护理解决方案的"问题".
- 护肤消费使男性的美容习惯正常化,可能被视为女性化.
- 广告整合了男性特征,使化品与传统的男子气概保持一致.
结论:
- 男性的护肤消费成为维持社会地位的表演.
- 广告在女性化的美容实践和传统的男子气概之间存在着紧张关系.
- 该研究重新阐述了当代西方社会老龄化的双重标准.
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