代言英语

12124184Anne(example1)

12124051Helen(example2)

12124004August(Introduction)

12123979Zoe(Introduction)

12123885Wingstier(History)

Groupmembers:

MaleEndorments

inFemaleProducts

Comment:

Ⅰ.History

detheiremotion,actdirectlyandbravely.

Theyarestrong,d,theyaretotallyoppositetowomen,and

thatasanentrypoint,MisasainvitedChenSheng

vertimenttookamale’sviewtointroducea

foundationforwomen,whichisnewandstrangein20thcentury.

Atthesametime,becauofanadvertiment,KimuraTakuyatriggerstrong

Takuyaadvertidfor『カネポウ·KANEBO』ipstick

t

editionTakuyaputuplipstickinpublicandattractedwomentoputonthesame

ndeditionawomenhelpedsleepingTakuyaputtingonthelipstick.

Theadvertimentachievegreatsuccess-thepostsinrailwayandunderground

stationswerealwaysstolenbywomenandevenmenfans;3millionlipstickswere

makeabreakthroughinendormentandhebecametypical

ertimenttookadvantageofTakuya’s

attractiontowomenandnewconceptofneutralbeautyjustpopularatthattimein

Japan.“Morebeautifulthanwomenisthemessageconveyedtocustomers.

Beingoneofthemostsuccessfulcasinfemaleproductsmarketing,Takuyaare

hemostfamouscasisthatLuoZhixiang

becamethespokesmanforsanitarytowel.

In2006,LuoZhixiangattendedproductlaunchforYueYuesanitarytoweland

ord,itwashisrelationshipwithfemalesand

hefirstspokesmanfor

sanitarytowel.

year,SoJiSubsuccessfullyprinted

advertimentforwomen’putemphasisonmalestar’satrration

andneutralbeauty,andChineemphasizethecharacterandimpressionofstarswhile

Koreancompaniesvaluethemalestar’sdependentimageandnofcuritythat

theycanconveytofemaleconsumers.

Exceptforthestarsmentionedabove,ZhouYumin,WangDongcheng,Rainand

somanystarsfamiliartoushavethesamecas.

UnlikemanyfashionsoriginateinWesternandaffectAsia,thisphenomenon

ilBradPittendordforChanelNO.5in2013

t’scharacteristicsuitableto

aromaofNO.5perfectly,thisclassicperfumegainedanothergreatsuccessinthe

investment.

Ithasbeenprovedbyfactthatmalestarsaresuccessfulinendormenttheyfor

femaleproductsoverthepastdecade.

Ⅱ.Introduction

achievethisgoal,customers’ore,advertirshaveto

trytheirbesttomeetcustomers’preference.

Herearesomeexamples.

(Example1,2,3)

Canyoufindthecommonpointfromthethreeads?

Itemsthere’

commonpointofthethreeadsisthatthecompaniesumaleimageinadvertising

ofwomenproductstoattractwomencustomers.

Andnowadays,womencustomersaregettingproducers’attention,fortheriof

women’hetrendstoattractwomencustomersisusing

edeepeningofreformandopening-uppolicyand

theinfluenceofwesternculture,itisverycommontoemalesappearingin

advertimentofwomenproducts.

Whatimagesofmenwillllproductstowomen?

fivemalesallsharetheimageoftenderandthoughtfulness.

KimuratakuyaandAshinappearedintheadsoflipsticks.

Thehandsomenessofmaleisadirectattractiontothotargetedfemale

customers.

alemodelsnot

onlyexcelintheirphysicaldevelopmentbutalsoappearinawelcomeimage.

Sometimes,advertirvenuidoleffecttofascinatepotentialfemalecustomers.

Theadsprentedbymalespeaklouderthanbyfemalethemlves.

Analysis:

actofforeignculture:

Chinahasbeenamale-dominatedsocietysinceancienttimes,andfemalealways

hebeginningofthereform

andopeningin1978,ourChinetraditionalconcepthasbeengradually

influencedbywesternculture,especiallytheconceptof“equalbetweenthexes”.

Modernsocietydoesn’tstressdifferencesbetweenmaleandfemale,andwomen’s

ereisatrendthatmenbecomemorefemale.

Male’sfigureinfemaleproductadvertimentisgentler:theycareaboutwives’

physicalandmentalconditionontheirowninitiative;theysharehouholdchores

together…Thiskindofsituationisamirrorofthetimes.

espread“gendertheory”:

Asweallknow,

otherwords,advertiments’contentandthemeisclolyrelatedwiththesocial

ics’targetconsumer

forcesarefemale,arsandelectronic

products’sultisbecausociety

perpetuatestheideologiesaboutgenderroles,andadvertimentsjusttrulyshow

thisphenomenon.

Withthewidespreadof“gendertheory”,thiskindofmale-powerculturehas

ethedivisionoflaborhasbeenrefined,moreand

rectlyledwomen’conomicindependence,andraid

women’’xpectationontraditionalgenderrolesbegantoblur,

andmoreandmoreadvertimentsrefudtosticktotraditionalgenderstereotype.

Men’s“femalequality”canalsofullyexpresdinproductstoshowtheirgentleness

andconsiderateness.

Ⅲ.Example

Toillustrateourargumentsmoreclearly,wechotwoadvertimentsto

specificallyshowwhatrolethemaleimageisleadinginandwhatimplicationisreally

embeddedintheads.

Example1

ThatishowthestorygoesinJinChengwu’sad:

Atthebeginning,thecelebrityspokespersonisspeakingrighttothecameralens,

putthe

productonthewell-foldedredsweaterhehadjustwedandslowlythescreen

changedtotheheroineinredsweaterholdingtheproductinherhandsand

blossomingahappysmile.

racteristicthatdifferthis

adfromothersshotbeforewasthattheherouncommonlywedtheredsweaterfor

otliketheusualmaleimagebeforethatwearswell-tailoredsuitsand

dJinChengwu

inadreprentedadistinctimageof“NewGentleman”.

Thiskindof“NewGentleman”knowstheuncomfortablenessthatwomenfeel

owtheyshouldprovide

forafeelingofconsiderationandcare,aninitiativeofwingandplacingmedicine.

Consideringtheaction,theyactuallyinturnimplythattho“NewGentlemen”

havebrokentheboundaryoftwodifferentxualities.

However,whatbehindtheactionsisstilltheideologyofpaternity,according

JinChengwu’sfirstlinesare“howareyoudoingthedays”,

“willhecompanyyouthroughthoharddays”,“willhegiveyouthefeelingof

warmth”.Thowordsarenotonlysaidtotheheroinebutalsotothofemale

educefromhiswordsthathethoughtwomen

mustbecompaniedwhentheyarehavingperiodanditisimportantformentogive

allyhislastscript-“letmetakecareof

you”-manifestedalittleofhis“malechauvinism”-ifothermencouldnottakecareof

youwell,llofconfidenceandalittlecommandingtonebuthe

forgotthatwomencantakethemlveswelltoo.

Becauthereisnoactualwordsfromtheheroinesothatwewillnotbeableto

pre-assumptionhereisclearthatwomenarefragileandweakerthanmen,andthey

arenaturallyinthedisadvantagecomparingtomen.

Example2

Introductionofthisad:

Clicktheadpageslink,therewillcomeoutaChenBolin’

themiddleofthepage,ChenBolin,smiling,holdingupapieceoftheLibres

billboards,ebesidethe

imeyouclickthelink,there

9advertimentrevolvesaroundonethemewhichis

warmthandcoziness,logansare

wellwritteninthetoneofaboyfriendtalkingtohisgirlfriendwhichmeetsthe

etopofthepagethereisa

"interactwithBolin."Clickinginto,comesoutasceneinwhichChenBolinisina

,Chen

Bolinsaid:if“thegood”friendcomes,ou

point,atthebottomofthescreentherearetwo

options:IwilldrinkandIdon’twanttodrinkprovidedfortheaudiencetochoo.

Whicheveryouchoo,ialogues,

ChenBolinwillgiveavarietyofwarmconcerns,suchasconfiningscarfforyou,

ndofthedialogues,ChenBolin

willsay:Somesaythattojudgewhetheramanlovesyou,youshouldeifhewill

otonlybuyyoutampons,eI

loveyouandlovewithinstillobedience.（有人说看一个男人爱不爱你，就要看他

会不会为你买卫生棉。我不仅会给你买卫生棉，还会为你买轻曲线。因为我不止

爱你，还爱你爱得服服帖帖。）

Whenthedialoguesfinish,retwolinkson

inkedtoapagewhichintroducesthewayto

takepartintheInteractionwithChenBolinOnlineactivitywhichissubordinatedto

rislinkedtotheofficialwebsiteofLibres.

Choiceofthespokesperson——ChenBolin（陈柏霖）

ChenBolin,aTaiwan'ntyearshehasplayedanumberofidol

dramasandbecomesmanyteenagers’mewithYou,heplayedtheroleof

nisveryconsideratetohismother,ct

ChenBolinasthespokespersonexactlyinlinewiththecharacteristicsofwarmthof

thisadvertiment.

&tting

Color:’soverall

backgroundispink,accordingly,ChenBolinwearingapinksweaterwithapinkshirt.

Thetofthecolorofpinkisinlinewiththegenderofthetargeted

audience----women,butalsocreatesawarmatmosphere.

Setting:ovides

linwears

leisureclothesandoffersavarietyofthefamily-likecare,whichisabletomovethe

atchingthisad,theaudiencewould

believethatthisnapkincanofferthefamily-likecareandfewpeoplecanrejectsuch

warmandcozycare.

nationwithafansinteractingproject

Fansinteractingprojectleveragesthecelebrity,richrewardsofthisprojectcan

ult,therearemorepeopleknowingLibres,which

rwords,thead

fullycompletesitstask.

Ⅳ.Conclusion

Usingamaleroletoreprentamaleaccessoriesisthemostunconventional

espokesperson’sbehavioremstohavegetridofthe

sthediscomfortofawomanwhoisinhermenstrual

entireadisdesignedbadononeassumptionthatwomenareweakandneedtobe

ll,amalecharacterreprentingafemaleaccessoriesisabold

successofthisadspeaksforthehuge

improvementintherelationbetweenmenandwomenandpromisadevelopmentin

thefuture.