深究其中，保養品廣告塑造的男性形象看似創新，其實只是傳統男性形象的轉化與衍生，在創新與守舊中取其折衷透過漸進的改變影響男性形象的發展，可預見未來男性形象將會多元而混雜。 The gender issues have entered into a chaotic situation in Taiwan recently. Male consumption habits have changed gradually under the driving of powerful media. Today we can find many cosmetic advertisements that have advertised “just for men”. The widely divergent and orthodox male images educated male that they should show out masculinity. Therefore, this research aims to examine the advertising presentation of men skin-care products in men’s fashion magazines. This research focuses on three main questions: First, what kinds of advertising messages are used to communicate with their consumers? Second, what are the underlying statements used within the advertisements of men skin-care products? Third, how do male interviewees interpret self-images and their relation with media?
The research of examination, which selects GQ, Men’s Uno and Esquire as the objects of study, discloses the images hidden in the discourses and advertisements of men skin-care products by using textual analysis and semiology. The findings are as fellows: First, men skin-care products usually use 9 (except” others”) kinds of message patterns to convince their potential consumers. Second, there are various constructed images in the advertisements. Such as, “professional”, “youthful”, “charismatic”, “interpersonal relationship” and “tasteful”. The interviewees also recognized “affective” and “carefulness”. Third, male interviewees do have insight into those male images between advertisements and real life.
The images which constructed by advertisements of skin-care products look progressive, but they are just the extention of orthodox male images. The advertisements reveal the compromise between orthodox and progressive images which will transform the male images. We foresee male images will carry male multiformity in the future.
