||In relation to the women’s consumption gradually increasing, the female consumption market is becoming larger than before. In the current media, definitions of beauty image created by the media has become the standards of self-examination, it even has great influences on female consumption preference. Thus, this study aims to investigate what kind of female image the female beauty TV program represents？ What is the relationship between the female images represented by female beauty TV program and the cognition of beauty of female audiences? And what affects the level of exposure in TV program and the life style of the female consumers influence has on the female audiences’ cognition of beauty？ This primary research expects to describe the relationship between the female images shaped by TV medias and the cognition of beauty of female audiences.|
Since the start of female beauty program Queen in TVBS-G on TV, there have been many fashion programs like Beautyplan, Beautyworld in CTITV, E-line secret garden in GTV, and Perfect beauty in FTV following in Taiwan. This research is going to discuss whether these fashion programs will lead to the myth of beauty for female consumers. And does the female image built by the TV media influence the purchasing preference of female cosmetic. All of these are issues this study will be discussing.
This study applied the methodology of quantitative content analysis approach and internet questionnaire survey. First, it analyzes the content of the female beauty program during Jan,2005 to Jul,2007 and focuses on the female internet users whose ages are between 15 and 45. Then, these internet questionnaires are divided into four parts, including heavy viewers, light viewers, high involvement, and low involvement. According to the compared analysis of the group samples, it aims to acquire an understanding of the viewpoints of female image and the differences of consumption preference, after female consumers watched the fashion programs.
In terms of the outcomes of the research, it shows the between the participants of heavy/light viewers, high/low involvement and different lifestyle, there are obviously differences in the cognition of beauty. Therefore, the exposure of the fashion program, involvement and lifestyle make a huge impact on the cognition of beauty. Besides this, the difference of high/low involvement and the lifestyle of the participants will influence the consumption preference of the audiences, but there are no apparent differences for the consumption preference between the different participants of heavy/light viewers.