时尚杂志广告对女性消费者的影响-文学学士毕业论文

PAGEiiAbstractSince1980s,obviously,fashionmagazineadvertisementsinChinahaveanenormouschangebothculturallyandcommercially.FashionmagazineadvertisementscameintobeingmuchearlierinthewestthaninChina,sothereisabiggapbetweenChinaandwesterncountries.Chinesefashionmagazineadvertisementsfellbehind.Withtheimprovementofthequalityoflife,fashionmagazineadvertisementsexertsignificanteffectsonfemaleconsumers.AforeignscholarnamedVeblenmentionedthatpeoplewouldconsumeoncetheirdemandsforbasicmaterialsweresatisfied.Inthispaper,theauthorwillanalyzetheeffectsof“RUILI”and“FASHION”onfemaleconsumers.Accordingtosomepresentproblemsoffashionmagazineadvertising,somestrategiesareappliedtofashionmagazineadvertisements.Thispapermainlyfocusesonhowtoimprovethefashionmagazineadvertisementssoastoprovidefemaleconsumerswithgoodadvice.Hence,theywillbeabletocultivaterationalconsumptionbehavior.Keywords:fashionmagazineadvertising;femaleconsumers;effects;strategies

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ContentsAbstract………………………...…i摘要ii1.Introduction 11.1ResearchBackground 11.2IntroductionofFashionMagazineAdvertisements 11.3TheSignificanceofResearch 22.LiteratureReview 42.1DomesticResearchConditions 42.2ForeignResearchConditions 42.3TheProspectsofFashionMagazineAdvertisements 53.TheEffectsofFashionMagazineAdvertisementsonFemaleConsumers 63.1AnAnalysisoftheEffectsofFashionMagazineAdvertisements 63.1.1ImpactofBrands 73.1.2CompetitionintheSameIndustry 73.2FemaleConsumptionundertheGuidanceofFashionMagazineAdvertisements 63.2.1ChangingConsumers’ComsumptionBehavior 63.2.2LackingHumaneCare 63.3DevelopmentStrategies 73.3.1UnderstandingFemaleConsumers’Hearts 83.3.2UrgingRationalConsumption 93.3.3EducationwithHumaneCare 104.Conclusion 12References 13Acknowledgements 14PAGE131 1.Introduction1.1ResearchBackgroundSince1980s,obviously,fashionmagazineadvertisementsinChinahaveseenanenormouschangebothculturallyandcommercially.Fashionmagazineadvertisementsdevelopedsoearlyinthewest.Thelevelsofdevelopmentarequitedifferent.Chinesefashionmagazineadvertisementsfellbehind.Manypeoplehavefocusedonthedevelopmentoffashionmagazineadvertisements,whohavekeptpacewithfashionallthetime.Withthehelpofadvancedtechnology,theformsofadvertisementsarealsodiversifying.However,fashionmagazineadvertisingisoneofthemostpopularadvertisingmediatofemaleconsumers,whoisthemostpotentialgrouptoreadthesefashionmagazines.Asforsomehousewives,readingfashionmagazineisagoodchoicetokilltime.Asforsomewhite-collarfemales,whentheyarewealthyenoughtoaffordsomethingmoreexpensive,theywilltrytofindsomethingnewtorefreshthemselvesafterwork.Consequently,therelationshipbetweenfemaleandfashionmagazineadvertisementsisreallyagoodresearchissuethatisworthyoffurtherstudy.Intheseyears,lotsofscholarshavedoneresearchesontheeffectsoffashionmagazineadvertisementsonbothfemaleandmaleconsumers.AscholarnamedChenTaozhenpointedoutthereasonsforsuccessfulfashionmagazineadvertisements,includingmarketdivisionandaccuratepositioning,innovation,strategiesforthesecondsale,andcustomers’satisfaction.Iftherearesomeshortcomingsofthesefiveparts,fashionmagazineadvertisementswillnotbesuccessful.Theauthorholdsthatthemostimportantthingistosatisfycustomers.Theauthorwouldliketoanalyzethispartratherthanotherfourparts.Thereasonisthatonceconsumersaresatisfied,thesalesoffashionmagazineswillbegreat.However,tosomeextent,fashionmagazineadvertisementscannotmeetallpeople’sneeds.Undersuchcircumstances,manyproblemsmayarise.Inthispaper,theauthorwillanalyzetheeffectsoftheseproblemsandtakessomeeffectivemeasurestoresolvethem.Theauthorwillfocusonhowtoimprovethequalityoffashionmagazineadvertisementssoastogivegoodadvicetoconsumers,andthentheywillhavegoodconsumptionbehaviorandconsumerationally.Nowadays,“fashion”hasbecomeahottopicinourdailylife.Sincefashionisgloballyconcerned,ithasaffectedthepublic.Fashionadvertisementsattractalotofpublicattention.Thereisnodoubtthatfashionmagazineadvertisementshaveeffectsonfemaleconsumersthatareinevitable.Toacertainextent,theycanbeminimized.Asweknow,eachcoinhastwosides，withbothadvantagesanddisadvantages.Twoadvantageswillbelistedhere.Fashionmagazineadvertisementscanprovidefemaleconsumerswithfashionandmakefemalefeeltheirstatuselevatedinvisibly.However,fashionmagazineadvertisementsleadfemaleconsumerstoconsumeirrationally.Theauthorwillanalyzethedisadvantagesinthefollowingparts.1.2IntroductionofFashionMagazineAdvertisementsWewillposeaquestionwhenweseethistitle.Whatexactlyisfashionmagazineadvertisement?Inresponsetothisquestion,peoplefromdifferentareasholddifferentpointsofview.Inmyopinion,fashionmagazineadvertisementmeansthattheadvertisementisnotonlypromotingnewproductordressesandevenmakinggiveusefulknowledgetoconsumers.Thereisasentence,“haojiubupaxiangzishen,haojiuwuxuqingtengzhi.(好酒不怕巷子深，好酒无需青藤枝)”,wecanseethattherewassuchanadvertisementlikethatinthehistory,butitsfunctionwasnotnoticed.Advertisementsaremoreandmoreprominentaseconomygrows.Nowadays,wecanseethatfashionmagazineadvertisementsbearmanyfunctionsinourdailylife,suchaseconomicfunction,socialfunction,andinformativefunction,persuasivefunctionandsoon.Firstly,advertisementsofferfemaleconsumersthelatestinformationofproductsandpersuadethemtobuytheseproductsandmakethelifeofpeopleconvenient.Advertisementshavebecomeanessentialeconomicfactorofpromotingproducts.Secondly,advertisementscansetupagoodimageforproducts.Advertisementscanexploreanewpotentialmarketforthesalesofproducts.Thirdly,advertisementenrichespeople’slifewithhumanismknowledge.Withtherapiddevelopmentoffashionmagazineadvertisements,variousnewformswillbecomeadvertisingmedia.However,fashionmagazineadvertisementsareoneofthemostpopularadvertisingmediatofemaleconsumers.Fashionmagazineadvertisementstellmuchknowledgeaboutideologythroughthetext,arousingpeople’sdesiretoconsumeandinstructingpeopletobuythingsastoldintheadvertisement.Itattractsmoreandmorepassers-bytodressthemupfashionablyinordertofollowthefashion.Undertheinfluenceofthisphenomenon,somepeoplebelievethatfashionmagazineadvertisementswilltakeplaceofnewsinthefuture.Infact,thedistinguishedcharacteroffashionmagazineadvertisementsisthatthetextisembeddedintopicturesandtextsjusttakeasmallproportionoffashionmagazineadvertisements.Peopledon’tneedtospendmuchtimeinthinking,sotheycanreceivemuchinformationsimultaneously.Thestatisticsofresearchesshowthatwomenarethebiggestconsumersoffashionmagazines.Fashionmagazinesareguidestofemalelife,whichwillmakethemkeeppacewithfashion.Perhaps,theycannotaffordgoodsadvertisedinfashionmagazines,buttheycanenjoythemselveswhilereadingfashionmagazineadvertisements.Asweknow,everycommoditysymbolizesfashion,bringingineffabletemptationandexpectationstoconsumers.Consumers’expectationsarenotjusttobuythingstheywantandtheywanttobeadmittedinthefashionareaduringthispurchaseprocess.Withouttheguidanceoffashionadvertisements,fashionmagazineswillloseitsvalue.1.3TheSignificanceofResearchSince1990s,fashionmagazineshavefullydevelopedwiththerapiddevelopmentofChina'seconomy,suchas“ELLE”,“RUILI”andotherkindsofsuchfashionmagazines.Theybegantobeflourished.Since2000,Chinesemalefashionmagazinesappeared,suchas“FashionSir”,“Demeanor”,“FHM”andsoon.Fromthattime,manyscholarshavespentmuchtimeconductingresearchesonmanyaspectsaboutmale’sviewtowardsfashionmagazines.However,littleattentionisfocusedontheeffectsoffashionmagazineadvertisementsonfemaleconsumers.Indeed,asthestatusoffemaleisimproved,moreandmorefashionmagazineadvertisementsaretargetedtofemale.Femaleconsumersconstituteahighproportionofreaders.Itisnecessarytodoaresearchonthem.Generallyspeaking,theanalysisoftheeffectsoffashionmagazineadvertisementstargetingfemaleconsumersisflexible.Becauseofthepopularityoffashionmagazinesinoursociety,thedatasourcesoftheanalysisareplentifulanddiversified.Furthermore,theresearchesonfashionmagazineadvertisementswillbecontributedtotheimprovementofpromotionstrategies.Meanwhile,femaleconsumerscanbenefitfromresearches.Femaleconsumersaremoresensitivetosuchadvertisements.Finally,theinfluencesonconsumers’psychologicalmotivationmaybehelpfulformanufactures,admenandconsumersatthesametime.The21stcenturyisconsideredasthecenturyofinformation,theimportanceofadvertisingbecomessignificant.Advertisingisplayinganincreasinglyimportantroleinoursociety.Dyerclaimsthat“advertisingisoneofthemechanismsusedbymoderncapitalismtoorganizeandensuremarketsforitsgoods.Itcontributestothegrowthandprosperityofthesociety.Despiteitspositiveeffects,thenegativesidesaregreat,whicharenotsupposedtobeneglected(Hu，2009).”Theauthorwilldiscussthenegativeeffectsoffashionmagazineadvertisementsbytheanalysisofsomerepresentativeexamples,exploringthefeaturesandexistingproblems.What’smore,someeffectivestrategiesmightbeappliedtosolvetheseproblems.2.LiteratureReview2.1DomesticResearchConditionsInFebruaryof1980,thefirstfashionmagazineentitledSHIZHUANGcameintobeinginthemainlandofChina.Whilein1988,“ELLE(世界时装之苑)”createdthehistoryofChinesefashionmagazines(Wang,2001:203-204).Accordingtostatistics,in2005,Chinesefashionmagazinesareinthetopsales.Ittookupmorethan40%ofthemarketsharesofthemagazineindustry.Atpresent,the“FASHION”,“RUILI”,“ELLE(世界瑞丽时尚之苑)”，thesethreefashionmagazinesdominatefashionmarketswiththeirhistoryofovertenyears,abundantinternationalresources,andabsolutelycompetitivebrands.Nowadays,theconsumptivespaceisthepossibilityforenlargingandexpanding.ThestylesofChinesemagazineadvertisementsarecopiesofthoseinwesterncountries.Althoughfashionmagazineadvertisementindustrywasoriginatedinwesterncountries,itspreadsfromcountriestocountries,regionstoregionsandthereforeabsorbingdiverseelements.AsforChinesefashionmagazines,therearemanydifferencesascomparedwithothercountries.Foronething,Chinesepeoplecannotadaptthemselvestothethoughtofwesterners.Foranother,thethoughtofwesternersbreaksintoourthoughts.Duetothisdifferentwayofthinking,Chinesetryhardtograsptheideafromfashionmagazineadvertisementsbuttheyarenotsurewhattheymean.Wejustpursuethefashion,ignoringthelocalculture,sothatthecontentofadvertisementsshouldbelocalized.2.2ForeignResearchConditionsTheadvertisementshavebeeninexistenceforalongtime,advertisementcanbesaidthattheyarehereandthere.Withthedevelopmentofsocietyandtheimprovementofthequalityoflife,fashionmagazineadvertisementsbecomeclosertopeople.Theleisurablelifestyleisgainingpopularityamongpeoplewiththeprogressofmodernization.Itisnotabadthing,becausefashionmagazineadvertisementsmakepeoplerelaxandjoyful.Foreignstudieshaveshownthatpeoplewillget150piecesofadvertisementsthatareexcitingfromnewspaper,radio,television,andothermediaeveryday.Butthereisanaverageofabout11to20advertisementsbeingabsorbedbypeople,andthereissomeattentiontofashionadvertisements（Yao，2001).Itispossibletotouchconsumers'heartswhenthereissomeattentiontopeople.Astimegoes,advertisementsbecomeonepartofourlife.AswhatIhavementionedinthepreviouspart,fashionmagazinescameintobeingmuchearlierinwesternsocieties.In1867,theAmericanfashionmagazine,“HAPPERSBAZAAR”becamethefirstfashionmagazineintheworld.In1921,theParisianfashionmagazine,“L’OFFICIEL”,becamethefirstfashionmagazineinEurope.Similarly,theyarepublicizedonthebasisoffashion.Gradually,theydeveloped,includingfashion,beauty,andotheraspectsoflife.Fornearlyacentury,occidentfashionmagazineshavebeenincreasing.Itmeansthatthebusinessoffashionmagazinesisflourishing.Since1980s,occidentalcountrieshaveexpandedtheirfashionmagazinesoversea.Therearemanyeditionsallovertheworld.Forexample,thereare34editionsof“ELLE”intheworld,includingChineseedition.Recently,foreignscholarshavehadafurtherunderstandingoffashionmagazineadvertisements.Podridaputforwardaconceptof“thevalueofsymbols”.Hethoughtthatwehaveexperiencedthetimesof“thevalueofuse”and“thevalueofexchange”.Nowwehaveenteredthetimesof“thevalueofsymbols”.Thiswayofconsumptionnotonlydevelopsfornewneedofconsumption,butalsopromotesfullcommunityparticipation（Podrida,2000:92).Asaresult,thisconsumptivemagazinemeetsthesociety’sneedsordemands.2.3TheProspectsofFashionMagazineAdvertisementsInrecentyears,fashionmagazineadvertisementshavebecomemoreprominentinadvertisementsindustry.Theannualturnoveroffashionmagazineadvertisementsgoesupfrom20%to30%.Thesuccessofitssaleisrelatedtothecontentofmagazineadvertisements,layout,andpattern.Actually,fashionmagazineadvertisementwasoriginatedfromwesterncountries,soChineseadvertisingisdependentonforeignmodels.Itlackscompetition.Inaddition,foreignjournalshaveenteredChina’smarket,whichmakestheroadofChinesefashionmagazineadvertisementsstillbefulloftwistsandturns.ThemarketforChinesefashionmagazineadvertisementsisrathersmall.Comparedwithmarketsinwesterncountries,themarketforfashionmagazineinChinaisstillnotmature.Butithaspotentialitytosubdividelocationofthemarket.Theadviserwouldliketoopennewmarketsinthemarketsegments,whichcanbedevelopedwellandmeetthereader’sindividuality.Meanwhile,itcanextendthespaceofdevelopmentoffashionmagazineadvertisements.Afterall,howbigthemarketdemandsis,howmuchconsumerneedsis.Soitmustbeproceededthroughtangiblethings,suchasart,literaturework,clothingandintangibleconcept,history,knowledge,law,morality,custometc.thatembedinafashionmagazineadvertisements,whichmakethereaderhavecomprehensivedevelopmentandall-roundeducationinthisaspect（Wells,Burnett,Moriarty,2005:112).Actually,advertisementshadeverbeenignoredbefore,buttodaytheyhavethevalueofreferenceinourdailylife.Theyexistallovertheworld.Firstly,theytakethefirstplaceforreaders.Advertisementsattractreaders’attentionthroughalotofvaluablecontents.Secondly,westernmediacriticizedsomanythings,notingthatmagazinescannottellfemalewhattodo.Asafemaleconsumer,sheshouldhaveherownideasforwhatshewantstodoandsheshouldknowhowtoactinthedailylife.Thirdly,advertisementsshouldencouragefemaletocontributethemselvestomagazines,sothattheycannaturallyfeelthattheyareinanareaoffashion.Itcanequalizewomen'ssocialstatusandithasalsoplayedanactiveroleinsociety,whichmeansthatmenandwomenareequal.3.TheEffectsofFashionMagazineAdvertisementsonFemaleConsumersFashionmagazineadvertisementsexistathomeandabroad.Ithasbroughtaboutmanyeffectsonfemaleconsumers.Asweknow,everythinghastwosideslikeacoin,theeffectsoffashionmagazineadvertisementsarenoexceptions.Ononehand,fashionmagazineadvertisementsenrichoursensoryworldandaestheticlife.Ontheotherhand,theycanguideconsumerstopurchasewhattheyneedandenrichtheirfictionalworld.Nevertheless,therearesomenegativeeffects.AsthemarketforfashionmagazineoriginatedinwesterncountriesandChinesefashionmagazineadvertisementswerecopiedfromthemodelofthoseinwesterncountries,femaleconsumerscatchupwiththetrendofwesternfashion.Sometimes,itwillinducepeopletobuythingsthatareunnecessaryforthem.3.1AnAnalysisoftheEffectsofFashionMagazineAdvertisementsTherearemanyplausibleexplanationsforthesephenomena.Theauthorwillanalyzetheimpactofbrandsandthecompetitioninthecorrespondingindustry.3.1.1ImpactofBrandsFashionmagazineadvertisementsmayhavesoldinthemarketformanyyearsandenjoyhighpopularity.Theirqualityofgoodsadvertisedcanberepresentedbytheirbrands.Thisfashionmagazinehasmanyadvertisementsoffamousbrands.Take“XINCHAO”asanexample,themagazine,“XINCHAO”,makesapositionas:“modernideas,fashionablelife.”Whenconsumersreadadvertisements,theycangetsomepersuasivethemesthattheycannotgetfromourdailylife,becausereadersreceivepureinformation,self-awarenessandmentalsatisfaction.Generallyspeaking,consumerslikebrandsdeeply.Theyliketopayhighforbrands.However,thesignificanceofconsumptionsisneglected.Infact,thebrandisdeeplyrootedinconsumers’weaknessofhumannature.3.1.2CompetitionintheSameIndustryWiththefiercecompetitionoffashionmagazineadvertisements,advertisingisdevelopedsimilarly.Theywerecopiedfromeachother.Thesellerwillfindawaytosellmagazineswell.Forexample,consumersbuyaproductwithagift.Paradoxically,eachmagazinedoesn’thavepromotionalgifts.Inthiscase,itcausesside-effectofpromotion.Theproblemisthatreaderswillproducepsychologicaldesire.Femaleconsumerswillspendmoremoneyonbuyingfashionmagazinesthattheylike.Sothecompetitionofadvertisingwillbringaboutnegativeeffects.3.2FemaleConsumptionundertheGuidanceofFashionMagazineAdvertisementsUndertheguidanceoffashionmagazineadvertisements,femaleconsumerspaymoreattentiontothevalueoffashionratherthanthevalueofuse.Inthismodeofconsumption,peoplebuygoodsonthebasisoffashionnotthevalueofuse.Perhaps,smallgroupofconsumers’consumptionistobuythevalueofuse,whileotherspayhighforthepursuitoffashion.Forexample,consumersbuyalotofproductsthattheymayneveruse,forthesimplereasonthatsuchproductsarefashionable.Asaresult,thoseproductsjuststayoverthere,whichisjusttheirrationalconsumption.3.2.1ChangingConsumers’ConsumptionBehaviorVeblenputforwardtheconceptofconspicuousconsumptionin“thetheoryoffreedom”.Hethoughtthatpeoplewouldconsumewhentheirdemandsforbasicmaterialsaresatisfied.Theyconsumeinpursuitofsocialstatus,prestige,honorandthenecessities.Inotherwords,theirconsumptionsareinvestmentsinfameandstatus.Asweallknow,thriftisoneofvirtuescherishedinChina.However,thishasbeenchangedsincewesternfashionmagazineadvertisementsenteredChina.Chineselikeimitatingthelifestyleofwesterners.Theyenjoytheirlifesomuchinsteadofdoingmanythings.3.2.2LackingHumaneCareAttractivefashionmagazineadvertisementswillcatchconsumers’eyes.Withtherapiddevelopmentoffashionmagazines,thecontentoffashionmagazineadvertisementsissuperficial.Itemphasizesmuchonstimulationofsense,dreamsandmaterials.Facingthediffusionofwesternmagazinefashionadvertisements,femaleconsumersbuysomethingthatisoflittlevalue,butjustpursuefashion.3.3DevelopmentStrategiesItisnecessaryforeditorsoffashionmagazinestograspthevalueofadvertisementsandfemaleconsumers’mentaldesire.Theadvertisershouldregardfashionasapopularthingandakindofculture.Fashionmagazineadvertisementscreatetheambianceofmodernfashionculture.Asmentionedabove,theseproblemsareinevitable.Someeffectivestrategiesshouldbeadoptedforfashionmagazineadvertisements.Firstofall,fashionmagazineadvertisementsshouldbetrustedwithbrandsadvertisedinfashionmagazineadvertisements.Thatisthefirststepforsuccessfulfashionmagazineadvertisements.Thesecondstepisthatfashionmagazineadvertisementsshouldbedeeplyrootedinthesoiloflocalculture.Thelaststepistoteachpeoplewithhumanisticspirit,inordertourgefemaleconsumerstoconsumerationally.Forinstance,fashionmagazineadvertisementsshouldbediversifiedbetweenculturalandeducationalprogramsinordertocatertopeople’sspiritualandculturalneeds.Inthefaceofthissituation,localadvertisingcontentmustberunthroughthewholeprocessofthejournal.AdvertisementsshouldabsorbwesternphilosophyandaddupspecialcultureofthehistoryofChinaandbeembeddedcreativethinkingintofashionmagazines,inordertoeducateconsumerswithhumanism.Onthesurface,advertisementsgivepromotiontothegoods,whicharemadebytheadvertisingcampaign.Inshort,advertisementmakesapsychologicalpropagandathroughpromotinggoods.Thekeytosuccessfuladvertisementsdependsonwhetheradvertisementscanmakeconsumersatthefirstplaceornot.Consequently,fashionmagazineadvertisementsarenotmerelyrepresentativesofcommercialculture,butimportantcomponentsofmodernfashionablelife,takingtheresponsibilityforcreatingfashionablelife.Itwillbecomealegalizationofculturalphenomenonthatitcanprovidepeoplewithhumanisticcontents,aestheticappreciation.Atthesametime,peoplecanmaketheirdreamscometrue.Theyarealwaysencouragedtobuysomethingthattheythinkcanraisetheirstatusintangibly.Gradually,advertisementischangedfromshoppingguidetoculturalguide.3.3.1UnderstandingFemaleConsumers’HeartsFashionmagazine,“FASHIONCOSMO”,seizesfemalecharacteristicofconsumption.Itcansellwellandalsocatertoconsumers’appetite.Therepresentativefashionmagazine,“FASHIONCOSMO”,givesfemaleananswertowhatadvertisementtells.Atthesametime,consumerscangetsomeimportantthemesfromadvertisements.Femaleconsumerscanpredictfashionablethingsinthefuture.Whetherwerealizethefactornot,beautyisahottopicinoursociety,whichwillneverbeneglectedbypeople,especiallythosefemalewithstrongself-aestheticconsciousness.Thepursuitofbeautywillneverstop.Ifadvertiserswanttoestablishseller-customerrelationshipwithfemaleconsumersinthelongtime,theyshouldunderstandfemaleconsumers’psychology.Itisobviousthatnewgenerationsadmirebrands.Theyareloyaltobrands.Theypackthemselvesupbyusingsuitablebrands,becausepeoplewanttobebeautifulandattractive,thoseadvertisementsshouldgivereadersthehintiftheyusethisproduct,theywillbebeautifulandglamorous,too.Weknowthat“Yishion”and“G2000”arebrands.Butwearenotsurethatwhy“Yishion”isverypopularforcommoncasualclothes,but“G2000”ispopularforprofessionalsuits.Femalewouldbuy“Yishion”whentheywanttobuycasualclothes,whilefemaleconsumersbuy“G2000”whentheywantprofessionalsuit.Thereasonisthatbrandscangiveconsumersasenseofpromotionforhisstatus,andbrandscancreateculturalvalues.Theytrustbrandsbecausebrandsareclosetotheirstatus,rank,fame,honor,andconfidence.Consumerscangainpsychologicalsatisfaction.Asisknownthatthe21stcenturyisfashioncentury,femaleconsumersadmirefashionableclothes,shoesandthingsthattheyareusing.Undersuchcircumstance,sometimesitiseasytoleadfemaleconsumerstoshowthemselvesoff.Thefamousfashionmagazine,VOGUE,cansuccessfullyleadconsumerstobuytheproductsaccordingtothesuggestionsmadeinadvertisements.Thereasonisthatthosefashionmagazinesarepublicationwithhighcredibilityintheirmind.Infact,itisessentialtopayattentiontobrandidentityinthatthebrandplaysanimportantroleinfashionmagazineadvertisements.Theadvertisementsshouldbepenetratedwithbrandimagesinthewhole,inaddition,withstars.Accordingtothestatistics,abouttwothirdsoffemalelikeidentifyingbrands.Itisobviousthatthebrandpersonalityiscrucialformagazineadvertisementsanditcaterstopeople’spsychology.Whatfemaleconsumersconcernaboutisnotonlyexternalbeautybutalsohealthybeauty.Onetypicalexamplewillbepresentedtoillustrate:E.g.Whisper：FemaleRenew,ProtectionRenew(女人更新，保护更新).Asweknow,“Whisper”isoneofthebestbrandsforfemalesanitarynapkins.Anadvertisershouldunderstandtwoaspectsonfemaleconsumers.Theoneaspectisthatfemalelikerenewingforherself.Theotheraspectisthatfemaleneedtoprotectthemselves.Fromthisadvertisement,itshowsthatfemaleconsumerscanbeself-renewalan