Men's and Women's Fragrance–The Gender Representation in Perfume Advertisements

• Main Authors: Tsao,Wei-Sheng, 曹維升
• Other Authors: PENG,HUAI-EN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/95697258095085326724

碩士 === 世新大學 === 新聞學系 === 105 === With the society changing, men and women have paid more and more attention not only on their appearance and dressing, but the aroma of their bodies, contributing much to fast growth of the market of perfume. As perfume varies in gender, age and application, choosing perfume has become a heated subject. This article here explores whether male and female consumers will be more likely affected by the ubiquitous advertisements where gender stereotypes are largely applied in various ways. It also explores the buying behaviors and their meanings generated in this context. Moreover, this article will demonstrate whether male and female consumers are shaped by their self-discipline shaped by gender stereotypes and thus develop their loyalty to the particular perfume. The analysis will be accomplished with the method of in-depth interview, and women's studies, masculinity, consumption meaning and discipline are also involved here.