时尚杂志中的化妆品广告诉求——以《昕薇》杂志为例

文档编号:DSZP039 文档字数:12497,页数:17

 摘要：时尚杂志异军突起，使得杂志间出现内容同质化的现象，各杂志如何吸引广告商投放广告的竞争进入白热化阶段。时尚杂志中化妆品广告所占比重最大，除了杂志的主体内容，化妆品广告也成为许多读者消费的向导。根据二次售卖理论，杂志受众逐渐从量上的增加到质上的变化；消费者介入水平从惯性到入迷，从而使杂志形成“品牌”，取得越来越多的固定发行量和收入，因此化妆品广告的受欢迎程度直接影响时尚杂志的发行量、市场占有率，甚至是杂志的生死存亡。分析《昕薇》杂志中化妆品广告诉求重点、方式及策略，从而认识到其存在的广告诉求重点不明确、缺乏针对性、差异性，导致产品和品牌模糊，无法吸引消费者购买，诉求方式不得当，使广告达不到预期的诉求效果，导致杂志市场占有率和发行量相对较低的主要问题，通过选择正确的广告诉求对象、重点，采用合理的广告诉求表现方式来解决不足，促进时尚杂志的进一步发展。
 关键词：时尚杂志；化妆品；广告诉求
 
THE ADVERTISING APPEALING OF FASHION MAGAZINE COSMETICS—FOR EXZAMPLE “VIVI” MAGAZINE
 ABSTRACT: Fashion magazines have sprung up everywhere, making the content in those magazines becomes almost the same as others, so the rivalry of attracting the advertiser to advertise between the magazines becomes intense. The advertisements of cosmetics make the biggest part of the ads in fashion magazines, and they have been the guide of many readers except for the content of the magazine itself. According to the theory of second-time selling, the customers transform from the increase in amount to the change in essence, the consumer's level of involvement from inertia to ecstasy, and the magazine publishers gain more and more fixed circulation and incomes, so whether the cosmetics ads are popular determines the circulation of the fashion magazines and their possess of the market, and they may even decide they can exist or not.  Through analyzing the major point, the form and the strategies of cosmetic advertising appeals in the “ViVi” magazine, we know that the major point is unclear, aimless and lacks difference, which makes the product and the brand vague and can't attract the customers to buy it. Also, an unfit way of advertising appeals make ads can't express its meaning as expected. All those problems above lead to less circulation and possess of the market of the fashion magazines. We can solve them through choosing a right target and major point of advertising appeals and adopting a rational mode to express ads. In this way to promote the further development of the fashion magazines.
 Key words：fashion magazine；cosmetic；advertising appeals
 
 
目  录
绪论 1
一、 国内时尚杂志的发展现状 2
二、 《昕薇》杂志中化妆品广告诉求现状及存在的问题 3
（一） 广告诉求定义及相关理论 3
（二） 《昕薇》杂志中化妆品广告诉求现状分析 4
三、 《昕薇》杂志中化妆品广告诉求完善策略 10
（一） 确定合理的诉求对象和诉求重点 10
（二） 采用恰当的诉求方式 11
四、 结论 12
致谢 13
参考文献 14

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