随着计划经济向商品经济的过渡,男性服装由女性决策转变为男性自主选择,男性开始重视服装的穿着个性、内在品质与社会认同。服装成为了彰显男性气质的重要标志。在此期间,国内男装品牌迅速崛起。男装广告根据消费者群体的不同特征,塑造不同男性形象。基于国内男装广告,其中所塑造的男性形象可分为成功稳健、激情运动、浪漫温柔、花样美男等四种类型。 With the transition from a planned economy to a commodity economy, men’s apparel changed from women’s decisions to men’s choices. Men began to attach importance to the individuality, intrinsic quality and social identity of apparel. Clothing has become an important symbol of masculinity. During this period, the rapid rise of domestic men’s brand. Men’s clothing based on different characteristics of consumer groups, create a different male image. Based on the domestic men’s advertising, which shape the male image can be divided into successful steady, passionate movement, romantic gentle, beauty and other four types of patterns.