Research On Anti-female Stereotypes Advertising Effect:Gender Traits Perspective

The research of this paper is the foreign scholars have been arguing a topic constantly,namely Anti-female stereotypes advertisements and female stereotypes ads which forms ofadvertising effect is better. Women stereotyping advertisement already is accepted by theconsumers in foreign countries, and has a very good advertising effect, greatly improving thesales proift of the enterprise. With the introduction of the domestic to this kind of advertisingform，scholars also want to know whether this form of advertising can produce a very goodadvertising effect like in a foreign country. The consumer population is divided into fourcategories from the perspective of gender characteristics,to further explore how advertisingeffect is the gender stereotype advertising on these four kinds of people.The circumstances inwhich Anti-female stereotypes advertisements effect is better, in all cases, female stereotypesof advertising effect is better. The research results show that different types of consumersabout Anti-female stereotypes advertisements attitude is different, especially the male crowd,this kind of crowd of the acceptance for the non-traditional forms of advertising is the highest,and thus has a very good attitude. While feminine group is rejected this novel form ofadvertising, more willing to accept female stereotype advertising. Not only that, but researchalso concluded that, when consumers feel oneself are very similar with advertisingspokesperson, consumers’ attit’ude toward the ADs advertising will be good，both arepositively correlated. So，the managers of the enetrprise in the choice of AdvertisingSpokesperson is not only rely on whether the consumer audience and advertisingspokesperson similarity criteria to judge the advertising effect, but should consider their ownproduct features and the degree of matching of advertising spokesperson and other factors tochoose suitable advertising form for the company，to create the best advertising effect,improve the eiffciency of enetrprises.