Research On The Indirect Influence Of Independent Female Advertising On Women's Self-perception

With the rise of "her economy",women have gradually become the main force of the Chinese consumer market.The resettlement of social division of labor has also made women more economically independent.More and more women work and live in an independent manner and continue to explore self,free choice of love and career,this change in female self-cognition has brought about changes in the communication environment,more and more ads focusing on independent women.They encourage women to break the constraints,choose the lifestyle they want,and pursue themselves.The dissemination and influence of independent female advertising cannot be underestimated.As a representative medium in the mass media,advertising and social culture interact with each other and promote each other.The dissemination of independent female advertisements is important awakening and constructing social female values are of great significance.Previous studies on female advertising have mostly focused on female images,focusing on the presentation of female images in advertisements and the lack of social judgment of women,and attributed the reasons to historical and economic factors.In addition,most of the research from the perspective of audiences explores the direct impact of female advertising.Few studies have used female self-cognition as the research object,examining the indirect impact of advertising on female self-cognitive awakening and development.This study takes female self-cognition as the research object,and uses hypothetical influence theory to study the indirect influence path of independent female advertising.Through in-depth interviews and questionnaire surveys,the author uses factor analysis,correlation analysis and structural equation test methods to explore the assumed dimensions and paths of independent female advertising.The study found that the independent influence of independent female advertising on female self-cognition is divided into three dimensions: object,self,and society.At the same time,the existence of indirect effects of independent female advertising has been verified.The influence of other people's contact and assumptions on others will form their own perceptions and behavioral intent towards women.At the same time,the effect of this indirect influence is greater than the direct influence.This article studies the influence of independent female advertising on femaleself-cognition with the help of hypothetical impact theory,which enriches the theoretical scope of indirect influence of female advertising.At the same time,it takes“female self-cognition” as the research object,and breaks through the traditional female advertising research direction to improve female self-awareness,the construction of social female values,and the creation of a harmonious gender atmosphere provide practical inspiration.