香車美人只爲養眼,時尚雜誌營銷之道

Esquire editor Alex Bilmes has admitted that the magazine uses pictures of "ornamental" women for male readers "in the same way we provide pictures of cool cars".

《時尚先生》編輯Alex Bilmes已承認該雜誌在爲男性讀者提供很酷的汽車照片的同時，也使用“養眼”美女的圖片。

Bilmes, who moved from rival men's title GQ to edit Esquire in 2010, said that his magazine's policy was "more honest" than that of the women's magazine industry, which he claimed perpetuate negative images of women.

Bilmes，2010年他從男士雜誌競爭對手的《紳士季刊》跳到編輯《時尚先生》，談到他的雜誌策略是比女性雜誌業擁有“更多的誠實”，爲此他聲稱延續了女性的負面形象。

"The women we feature in the magazine are ornamental," he said, speaking on a panel at the Advertising Week Europe conference in London on Tuesday. "I could lie to you if you want and say we are interested in their brains as well. We are not. They are objectified."

“我們在雜誌中所涉及的女人是觀賞性的，”他週二在倫敦的歐洲廣告周會議座談上說道。“我可以對你說謊，如果你想，說我們也對她們的思想感興趣。我們並不。她們被客體化了。”

Bilmes, speaking on a panel hosted by Cosmopolitan editor Louise Court about feminism in the media and advertising, added that men see women in 3D in many different roles in life "but at certain times we like to see them sexy".

Bilmes在由《時尚》編輯Louise Court舉辦的關於媒體和廣告中的女權主義的座談會上補充說男人在生活的不同角色中“看到3D女性”，“但在某些時刻我們想看她們性感的樣子”。

"[Esquire] provide pictures of girls in the same way we provide pictures of cool cars," he said. "It is ornamental. Women's magazines do the same thing."

“(《時尚先生》)以向我們提供很酷的汽車圖片一樣的方式提供美女的照片，”他說。“這是觀賞性的。女性雜誌也做同樣的事。”

He said that in his view Esquire was "more honest" than many titles, citing the "anti-feminist" example of a newspaper using a picture of model Naomi Campbell next to a financial story "because she shopped at Marks & Spencer once".

他表示在他看來《時尚先生》比許多雜誌更誠實的，援引報紙上用模特娜奧米•坎貝爾“反女權主義”的事例“因爲她曾在瑪莎百貨購物”。

He argued that Esquire was, in fact, "less rigid" in its portrayal of women than women's magazines.

他認爲《時尚先生》事實上在其女性形象上比女性雜誌“缺少剛性”。

"We are more ethnically diverse, more shape diverse," he said. "In fashion magazines women are much thinner. We have older women, not really old, in their 40s."

“我們更加種族多樣化，更多體型差異，”他說。“在時尚雜誌中女性要瘦多了。我們有老女人，不是真的老了，40歲左右。”

He went on to cite the example of actress Cameron Diaz, who is in her 40s, as an "older" women used on the cover of a recent issue of Esquire. "Most women's magazines don't put them [older women] in their magazines."

他接着舉了女星卡梅隆•迪亞茲的例子，她現在40多歲，作爲一個“老”女人出現在最近一期的《時尚先生》 封面上。“大多數女性雜誌不會把她們(老女人)放在其雜誌上。”

He said the women's magazine industry and advertising targeting women were primarily responsible for perpetuating stereotyped and negative images of women.

他說女性雜誌行業以及廣告瞄準女性主要是負責維持女性刻板消極的形象。