1.3.1杂志广告
“杂志是一种向读者提供深度报道，时效性较弱的装订印刷出版物，它的内容主要包括意见提供，事件阐释和宣传倡导。杂志受众定义明确，具体细分。版式连贯，定期出版”〔l0J。“它是视觉媒介中比较重要的媒介之一。按其内容分为综合性杂志、专业性杂志和生活杂志;按其出版周期则可分为周刊、半月刊、月刊、双月刊、季刊及年度报告等;而按其发行范围又可分为国际性杂志、全国性杂志、地区性杂志等”.
英语文献翻译范文杂志广告的优点有:一是杂志广告的时效性长，传阅率高，具有可保存性。二是杂志的发行量大，覆盖面广。对面向全国范围内销售的商品或服务，在杂志上发布广告无疑有得天独厚之势。三是杂志广告编辑整齐统一，印刷精良考究，能精美地表现商品的色彩、质感等。四是杂志广告没有限制，封页、内页及插页都可做广告之用，广告主可自由选择广告版面、位置，并施展广告设计技巧。五是专业性杂志由于具有固定的读者层面，可以使广告宣传深入某一专业行业。目前，杂志的专业化倾向也发展得很快，如医学杂志、科普杂志、各种技术杂志等，其发行对象是特定的社会阶层或群体。因此，对特定消费阶层的商品而言，在专业杂志上做广告具有突出的针对性，适于广告对象的理解力，能产生深入的宣传效果，而很少有广告浪费.
目前来说，国内杂志的广告模式主要有以下几类:
一、商业性广告
商业性广告是杂志最常见，也是使用最多的广告模式，即通过占领杂志版面来发布商品信息。这类广告的优势在于整版的投放，吸引其注意力，并使广告避免其他信息的干扰，提高读者的阅读率，保证广告良好的传播效果.
二、置入式广告
置入式广告或称植入式广告，这类广告的商业性不是很明显，它通过栏目设置、新流行趋势介绍等方式，不露痕迹却又直接植入到杂志内容之中，潜移默化影响读者的思想观念，激发读者潜在的消费需求，使其成为购买该产品的目标消费者或者影响者。
三、特殊广告
特殊广告是通过新技术或者工艺制作的特殊形态的广告。“它通过改变传统单一的视觉感官诉求，将听觉、味觉、触觉、嗅觉等感官元素创新地综合运用到杂志的广告中，使产品或其形态直接与受众进行亲密的接触，让读者更直观地了解产品，有助于建立杂志与产品品牌的双向忠诚度。”
四、赠品广告
赠品广告是为了引导顾客购买某种商品，以实体形态出现的商品样品和以媒介形态出现的DM作为赠品送给消费者的一种促销方式。对商家来说目的是鼓励消费者尝试性试用赠送的商品;对杂志社来说目的是刺激读者购买杂志，提高杂志的销售量。这种广告模式最后是以达到双方共赢的局面为目的的.
一:销售量
杂志销售量的多少，决定着杂志读者的数量，也影响着杂志的影响范围。杂志的销
售量越大，辐射面越广，它所宣传的价值观和主流意识形态对大众的影响也越大，同时
广告的传播效果也会随之提高。所以销售量是我们选择样本的第一个考察指标。
二:广告投放量
我们考察和研究的对象是男性时尚杂志广告中的男性形象，第一我们参考的是杂志
的销售量，其实，广告的投放量也是我们需要严格考察的因素。所以，杂志上的广告投
放量也是我们考察的一个参考依据。
三：杂志的影响力
《时尚先生》是时尚男刊的元老级刊物，作为美国赫斯特集团《ESquire》的同血兄弟的他已然成为时尚传媒集团男性系列期刊的标杆旗帜。在1999年9月与美国著名男性杂志《Esquire》进行版权合作，成为中国男性时尚生活的领导者。是中国面对成功男士的、最具影响力的生活消费类期刊，稳坐男性时尚杂志第一把交椅。拥有最成熟、最有消费能力、最具生活品味的庞大男性读者群，并经过10年稳固发展，在中国时尚期刊市场具有不可替代的地位。他的目标消费群是这个时代最强劲、最具影响力和上升性的人群，他具备着开放、蓬勃、新锐、和谐、奢华和经典，男性和力量的精神气质。
《男人装》是时尚集团在2004年推出的一本男性综合类时尚杂志，是与英国著名男性刊物《FHM》 (FORHIMMAGAZINE)——这一全球增长最快、发行量最大的男性刊物进行国际版权合作，于2004年4月23日以《男人装》的名义登陆中国内地市场，填补了内地期刊市场男性杂志的空白，而且带来了男性杂志消费的新热潮，最近几年发展速度惊人。凤凰台曾经评价《男人装》说它开宗明义就是要做“男人的真性情杂志”，是中国第一本公开的纯男性杂志，他是充满视觉快感的男性审美教科书，想男人之所想，言同行所不敢言，创造了中国性爱话语的最高禁忌尺度;它性感而不失犀利主张，幽默而不缺现实主义，是潮流男士的最佳伴侣。
《大都市Metropolis》杂志创刊于1998年，由中国出版集团13家核心成员之一的上海东方出版中心出版发行。其男士版于2000年9月创立，属于一本综合性本土男性时尚杂志，它以男性视角关注都市生活，以满足读者需求为己任，全方位地向都市男性传递最新生活格调商务信息，淦释现代生活理念和时尚品位，倡导优雅的生活方式和积极的生活态度。着眼于男士的“精神世界，身体需求和物质生活”。面向都市中正在崛起的新生势力—中国新绅士，口号是“打造中国新绅士”。在发行量和广告投放量上有上好表现.
1.3.1 magazine ads
"Magazine is a reader to provide depth reports, timeliness weaker binding printing publications, its content mainly includes opinions, explanation and the publicity events provide advocate. Magazines clearly defined, and the specific segments of the audience. The format and coherent, periodically published" (l0J. "It is more important for visual medium medium. According to the content into one of comprehensive magazine, professional magazine and life magazine; according to the publication cycle can be divided into weekly, monthly, bimonthly, semimonthly, quarterly and annual reports, etc. And according to the issue range and can be divided into international magazine, national magazine, regional magazines and other".
The advantages of the magazine ads are: one is the magazine advertising effectiveness of long, circulated rate is high, can save with sex. Second is the magazine's circulation is big, wide coverage. To face the national range sales of commodities or services, in the magazine had no doubt advertising unique of power. Three is the magazine advertising edited in unity, printing excellent fastidious, exquisite performances of goods can color, texture, etc. Four is the magazine advertising does not limit, cover page, and insert the inside pages can be advertising with, advertisers are free to choose the advertising space, position, and display advertising design skills. Five professional magazine is due to have a fixed readers level, can make into a professional advertising industry. At present, the magazine's professional development tendency and quickly, such as medical journal, popular science magazine, all kinds of technical magazine etc, the issue is the particular social class object or groups. Therefore, the specific consumer class commodity, as professional magazine advertising with prominent pertinence, suitable for advertising object understanding, can produce in-depth publicity effect, and there are fewer advertisements waste.
For now, the domestic advertising model basically has the following categories:
A, commercial advertising
Commercial advertisement is the most common magazine, also be to use most of the advertising model, that is, through the occupation to release magazine spread commodity information. This kind of advertising advantage lies in the whole put, attract his attention, and make ads avoid the interference of other information, improve the readers' reading rate, ensure good communication effect of advertising.
Second, insert ads
Insert ads or says implantable AD, this kind of advertising business is not obvious, it through the column setup, new popular trend means such as introduced, showing no trace the but again injected directly into the content of the magazine, exerts influence readers thought concept, arouse readers of the potential consumer demand, make it become the target consumers to buy the product or affected.
Three, special advertising
Special advertising is through the new technology or the production process of special forms of advertising. "It by changing the traditional single visual sense, will appeal hearing, taste, smell and touch sensory elements to comprehensive use to innovation in advertising, make a product or the form with the audience directly to close contact, let the reader more intuitive understanding of product, to help create a magazine and product brand bi-directional loyalty."
Four, gift advertising
Gift advertising is in order to guide the customers to buy a commodity, shape of goods with physical samples and to shape the DM as a medium of gifts to consumers a way of promotion. For purpose of business is to encourage consumers to try the tentative giving commodity; For purpose of magazine is to stimulate the readers to buy magazines, improve the sales volume of the magazine. The advertising model is based on both sides of the last to a win-win situation for the purpose.
A: sales
How many of the sales journal, determines the number of magazine readers, also affect magazine sphere of influence. Magazine pin
The greater the amount sold, radiation noodles, the further it claims of mainstream ideology and values of the influence of the public is bigger also, at the same time
The communication of advertisement effect also will increase. So we choose the sales sample first complete index.
2: advertisement throws in quantity
Our investigation and research objects of men in the fashion magazine advertising is male image, first we reference is the magazine
Sales, actually, we must also throws in quantity of advertising on the strict factors. So, magazine advertisements shots
The investigation of rare is also our a reference.
Three: the influence of the magazine
"Mr. Fashion" is fashionable periodical of senior male level publication, as the United States hurst group "ESquire" with the blood of his brother has become a fashionable media group of men series journal benchmarking flag. In September of 1999 and the famous American male magazine "Esquire" copyright cooperation, and to be the leader of the male fashionable life. China is facing the successful men, the most influential of the consumer life journal men sit on the NBA fashion magazine. Has the most mature, most consumption ability, the most life taste huge male readership and after 10 years solid development, in the Chinese fashion magazines market has an irreplaceable position. He target consumers is the age the most strong, the most influential and rising populations, he have a open, vigorous, xinrui, / harmonious, costly and classic, the male and the strength of spirit temperament.
"The man is installed" fashion group is introduced in 2004 the men integrated fashion magazine, is with the famous British male publication "FHM" (FORHIMMAGAZINE)--the fastest growing and world, the largest selling men's journal for international copyright cooperation, on April 23, 2004 to "the man is installed" name is on the Chinese mainland market, to fill in the mainland of the men's magazine journal market blank, and brought the men's magazine consumption of new boom, in recent years the development at breakneck speed. Phoenix palace once evaluation "the man is installed" said it is to do the very "man of true temperament magazine", is China's first this public pure men's magazine, he is full of visual pleasure of men aesthetic textbooks, want to men of the thought, speech companies to speak, created China sex the highest taboo words scale; It sexy and do not break sharp claims, humor and is not short of realism, is the best partner man trend.
The Metropolis Metropolis magazine in 1998, by the China publishing group and one of the core members of the house of the Shanghai publishing center the publication. The man debuted in founded in September of 2000, belong to a local men comprehensive fashion magazine, it with male perspective on the city life, in order to meet the demand of the readers as own duty, to men in all urban on latest life style business information, modern life concept release dubious and fashionable grade, advocating elegant way of life and a positive attitude toward life. Focus on men's "spiritual world, the body needs and material life". Face city rising power in the new--new Chinese gentleman, the slogan is "build China's new gentleman". In circulation and advertising on data have superior performance.