Inviting beautiful women, especially celebrities, to be image spokespersons is the preferred form of "beauty economy". I'm afraid the scale of this domestic trend is due to foreign companies. Canon printer put the alternative and lively shape of "Little Swallow" Zhao Wei on the screen; Epson chose the "pure and sexy" Hong Kong, the United States and Athena Chu in A Chinese Odyssey as the image spokesperson. Domestic high-tech enterprises choose movie stars as spokespersons. Previously, Kingsoft invited singer Bai Xue as the image representative. Since then, Rosamund Kwan, CoCo Lee and Zhang Ziyi have made their debut. Star Wars, a mobile phone advertisement on TV, is getting worse and worse, and the Internet industry is naturally unwilling to lag behind. In addition to using unique advertising language to creatively "stick eyes", they also played a beauty star card. Faye Wong, the "big sister" of Hong Kong music scene, opened a shooting advertisement in China for Excite, the second largest portal in the United States. It is said that the salary has reached eight figures. Counting by hand, there are few beauty stars in China who don't advertise.
In the glamorous scene, models with proud figures are gradually occupying a place in the "beauty economy".
During the period of 1979, Pierre Cardin, an international fashion master, led French models in the Beijing National Culture Palace, which made China people know "fashion" for the first time and what "fashion model" is for the first time. At this time, the model economy has developed in the west for nearly a hundred years.
1980, the first model performance team in China was established in Shanghai, and the first fashion performance team appeared in Beijing a few years later. Former organizer Zhang Jian and model Wang Guihua have become important figures in the modeling field. From then on, China's fashion industry began to sprout and develop, and models also began to enter the historical stage under the cover of fashion performance teams. Today, more than 20 years later, there are at least hundreds of professional clothing models in China, and many clothing companies have their own professional models.
However, there are many models now. When car dealers sell cars, they need to find some beautiful women to park in front of them. They are called car models. On July 3rd, a preliminary contest of China Automobile Model Contest was held in Changchun City, Jilin Province. Beauty pageant is not a public welfare activity, but a commercial activity, and merchants are never willing to do business at a loss. A beauty contest, no matter what its grand name is, starts a huge investment when the organizer selects a certain number of contestants from hundreds of applicants to start training. Investment needs a return, and the return is achieved through the process of competition. However, no matter organizers, participants or bystanders, they will benefit from various activities of beauty economy.
"Beauty economy" is different from ordinary daily transactions. Whoever buys something pays. The model of "beauty economy" is a bit like advertising. Companies that plan beauty contests, model performances and underwear shows provide services for the audience and let everyone watch them for free, which is different from other economic activities. When the audience sees handsome men and beautiful women, they feel happy, enjoy visually and win the game; Sponsors pay the companies that plan the beauty pageant, and the corporate image publicity is also opened with the beauty pageant. The effect is often more cost-effective than buying advertising packages, which is a win-win situation; In this process, the company planning the beauty pageant received sponsorship fees and won three times; There are still four wins, and the beauty has won. Through the beauty contest, the popularity of beautiful women has also increased. According to some data, among the global 10 supermodels, the highest one has an annual salary of 60 million US dollars, and the lowest one has an annual salary of 20 million US dollars. The prize for winning the Miss World beauty contest is $6.5438+$5,000. At the same time, the media holding these activities not only absorbed advertisements, but also improved the ratings and expanded the circulation. It is precisely because of this "win-win" situation that both enterprises and the media have great enthusiasm for the "beauty economy" and continue to add fuel to the flames. Zhang Jian, one of the "elders" in China's modeling field, has a unique "model commodity theory". He thinks that as a model company, his products are models. He spent millions of dollars to hold a competition to launch new models in order to develop new products, and helping old models to develop new business according to their own characteristics is to develop new uses on old products. The ultimate goal of the company's operation on all models is to bring its own products-models to the market and sell them to merchants. The only measure of a supermodel is being used by customers. Models are commodities that can be easily sold, which is also the ultimate value of "beauty economy".
In addition, the "beauty economy" has brought other economic effects. When the media constantly transmits the image of beauty to the audience, it inspires many women who are born with beauty to rebuild their enthusiasm according to the standards of beauty, which leads to the rapid development of cosmetics industry and beauty and plastic surgery industry. Looking at the dazzling array of cosmetics in beauty salons and shopping malls, you can feel the charm and influence of beauty economy. Beauty economy is an "alternative economy" in the eyes of many people, but its existence is understandable, but it also needs the restraint of rules. Although China's "beauty economy" has been around for some time, it is still immature on the whole. No matter the agent or the model, the model company or even the whole related industry, there is no "game" rule that * * * abides by, and even the bottom line of law and morality has been repeatedly touched.
Recently, an advertisement for women's underwear appeared on the streets of Guangzhou. In the advertisement, a girl's skirt was torn open, revealing close-fitting briefs. After this unique advertisement was widely reported by Guangzhou Daily and Dayang.com, some websites also reprinted attacks on this beauty signboard. Nowadays, street advertisements are everywhere, dazzling and varied, and the public is well informed. Even some beautiful pictures are normal and calm. However, I am afraid that many people cannot accept such a underwear ads. Because of a beautiful girl who was originally well dressed and shy, the key parts of the skirt were torn alive, revealing the spring scenery of the girl's skirt in a very disharmonious way. It is this disharmony and contrast that makes this advertisement particularly eye-catching among many advertisements, but it also brings negative effects that cannot be ignored. Because, the whole composition conveys to the audience the image that the girl's skirt was brutally torn, her exposure was passive, and she became the object of being teased and even humiliated by others. This kind of creativity with sexual violence tendency puts women in a weak position, and the production method can only satisfy the voyeurism of a few people.
In recent years, some advertising creators are keen to create beauty advertisements with sexual hints or even obvious teasing intentions, such as waiting for you in Shenzhen, playing beauty in Shanghai, and thinking about it in Nanjing. Guess ... wait. These ambiguous and insulting practices have been condemned by public opinion, and many similar beauty advertisements have to be replaced under the pressure of public opinion or the supervision of the industrial and commercial departments. Some bold people even use "public baths" and "naked sketches on the overpass" to attract attention. To this end, the cultural department specifically prohibits unhealthy nude paintings and underwear shows.
There is always competition in economic activities, and there is also fierce competition in beauty economy. Because there are too many competitions, beautiful women have become a scarce resource. Some organizers organized teams to compete for beautiful women in the upper reaches of the road and put the battle for beautiful women on the streets. In order to compete for beauty, some organizers do not hesitate to swear at each other and suppress their opponents by exposing ugliness. Today you exposed my player as a mistress, and tomorrow I exposed your player and boyfriend. You expose my list, I'll expose your sex trade. In order to balance the relationship between all parties, many beauty contests often end up with winners, and the meaning of the beauty contest itself disappears.
Some experts also reminded that the appearance of beautiful women is by no means a panacea that can bring back the dead. The joint aesthetic effect of beautiful women often leads to usurping the role of host. Consumers only look at beautiful women and ignore the goods you want to sell. What about the auto show? Answering that the model is beautiful is such a dialogue that the donkey's lips are not right. This is the so-called bustling city, where customers come at beautiful women and follow them, with intention to support but no intention to spend. So it is also appropriate to use beautiful women to promote sales. The stunt is over, putting the cart before the horse doesn't count, and the sponsorship fee and model fee are posted for nothing.
In June165438+1October this year, the 53rd Miss World Competition will be held for the first time in Sanya, China. It can be expected that this will inevitably trigger a new round of beauty pageant craze and stimulate the further development of beauty economy, which is also an opportunity for China's beauty economy to integrate with the international community. This requires the joint efforts of relevant government departments, economic experts, commercial enterprises and various intermediary companies to standardize market behavior and improve various operating systems, so as to truly make the "beauty economy" develop healthily and orderly.