时尚杂志广告对女性消费者的影响学位论文.doc

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1、AbstractSince1980s,obviously,fashionmagazineadvertisementsinChinahaveanenormouschangebothculturallyandcommercially.FashionmagazineadvertisementscameintobeingmuchearlierinthewestthaninChina,sothereisabiggapbetweenChinaandwesterncountries.Chinesefashionmagazineadvertisementsfellbehind.Withtheimprove

2、mentofthequalityoflife,fashionmagazineadvertisementsexertsignificanteffectsonfemaleconsumers.AforeignscholarnamedVeblenmentionedthatpeoplewouldconsumeoncetheirdemandsforbasicmaterialsweresatisfied.Inthispaper,theauthorwillanalyzetheeffectsof“RUILI”and“FASHION”onfemaleconsumers.Accordingtosomeprese

3、ntproblemsoffashionmagazineadvertising,somestrategiesareappliedtofashionmagazineadvertisements.Thispapermainlyfocusesonhowtoimprovethefashionmagazineadvertisementssoastoprovidefemaleconsumerswithgoodadvice.Hence,theywillbeabletocultivaterationalconsumptionbehavior.Keywords:fashionmagazineadvertisi

4、ng;femaleconsumers;effects;strategiesii摘要自二十世纪八十年代以来，时尚杂志广告已经成为引人注目的文化和发展的商业。时尚杂志广告在西方社会早有发展，中西时尚杂志广告有很大的差别，中国时尚杂志广告发展落后于西方国家。随着生活质量的提高，时尚杂志广告对女性消费者的影响越来越明显。国外学者维布伦提到消费者在满足基本物质后会继续消费。本文首先分析“瑞丽”，“时尚”对女性消费者的影响，根据女性消费状况以及存在的问题，然后给出策略，分析如何提高时尚杂志广告的质量，希望能给消费者提供一个理性的消费建议。关键词：时尚杂志广告；女性消费者；影响；策略iiContents

5、Abstract………………………………………………………………………………………...…i摘要................................................................................................................................................ii1.Introduction11.1ResearchBackground11.2IntroductionofFashionMagazineAdvertisements11.3TheSignificanceof

6、Research22.LiteratureReview42.1DomesticResearchConditions42.2ForeignResearchConditions42.3TheProspectsofFashionMagazineAdvertisements53.TheEffectsofFashionMagazineAdvertisementsonFemaleConsumers63.1AnAnalysisoftheEffectsofFashionMagazineAdvertisements63.1.1ImpactofBrands73.1.2CompetitionintheSameI

7、ndustry73.2FemaleConsumptionundertheGuidanceofFashionMagazineAdvertisements63.2.1ChangingConsumers’ComsumptionBehavior63.2.2LackingHumaneCare63.3DevelopmentStrategies73.3.1UnderstandingFemaleConsumers’Hearts83.3.