| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 101 === Recently, the consumption for men’s skin-care product has been rising. My interest in this new trend contributes to the reason why I would like to explore it. Hence, the purpose of the research is trying to explore the meaning of consumption for men’s skin-care product with the Archetype Theory and the viewpoint of the meaning of consumption. According to my purpose, I set up three research questions to analyze it. First, what is the meaning of consumption to males after buying men’s skin-care products? Second, by exploring the meaning of consumption, which archetype of skin-care product and archetype of male consumer are implied in it? Third, is there another meaning behind the relationship between the archetype of skin-care product and the archetype of male consumers in the meaning of consumption for men’s skin-care product?
In order to realize more and explore more something meaningful, this research was undertaken by in-depth interview with ten interviewees, who have been found for answering the three questions above. Afterwards, the research resulted in three findings. First of all, eight meanings of consumption have been found and are paired for some archetypes, which are from Mark & Pearson (2001). The results are as follows, Self-Excellence to Champion, Heath Care to Caregiver, Authority Control to Ruler, Emotion Belonging to Jester, Lover, Everyman, Daily Habit and Aging Resistance to Innocent, Social-Value Challenge to Outlaw and Sage, Delight to Magician, Creator, and Explorer.
The second finding is the overlap of the meaning of consumption. Because of the overlap, the research analyzes that the archetype of skin-care product is Caregiver and the archetype of male consumer is Outlaw. Also, this research discovers the Structure of Consumption with Archetypes from the above interaction between the meaning of consumption and Archetype. This structure can be divided into two parts. The first one is Collective Level existing the interaction between the archetype of skin-care product, Caregiver, and the archetype of male consumer, Outlaw. The second one is Individual Level existing eight meanings of consumption and twelve archetypes. In this level, all of them can be divided into three relation types depending on the purpose that the consumers desire. They are Self Relation, Object Relation, and Social Relation, and the meaning of consumption in this structure will move and transfer with the changing of life experiences, life archetypes, and life events, and then it will go back to the Collective Level from Individual Level to start the next circulation.
At the end of the research, there are some suggestions to men’s skin-care marketers, including the application of the meaning of consumption with archetypes, how to know and use the archetype of skin-care product and the archetype of male consumers, the practical suggestions of the Structure of Consumption with Archetypes, the application of symbols which represent the meaning of consumption with archetypes, and the extended suggestions of three relation types in Individual Level.
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