男士护肤品广告中的男性气质建构——以欧莱雅男士护肤品广告为例

The Construction of Masculinity in Advertisement for Man Skincare Products——In the Case of Advertisement of L'oreal Skin Supplies for Men

男性气质的养成是一个建构性过程,男子气概的表现也是多样化的。男权社会中占据优势的是支配性男性气质,消费社会中的男性气质则发生了很大改变。从广告文本表现手法上看,男性护肤品广告展示了不同的明星身体,塑造出不同的男性气质,但实际上无论广告主角代表的气质类型看起来有多么大的差异,其本质都是传统支配性气质在消费社会中的不同表现形式。

To acquire the masculinity is a constructive process,and the masculinity is diversified. Hegemonic mas- culinity is dominant in patriarchal society, which has changed a lot in consumer society. From the expression meth- od of the advertising texts, advertisements of male skin supplies show different bodies of stars, and shape different kinds of masculinity. No matter how many differences there are among the advertisement models, they are all ex- pression methods of hegemonic masculinity in consumer society essentially.