A Research On College Students' Consumption Behaviors Influenced By Female Images In Sporting Goods Advertisement

The advertisement can not be developed without the image of female.In places where there are advertising campaigns,female images participation can be seen almost everywhere.In order to satisfy the audience's sensual enjoyment,the advertisement is deliberately to show off the sexy body.The female image represents a stereotyped,degraded and distorted phenomenon.Studying on the shape of female images in sporting goods advertisement has an impact on consumer behaviors,which will help advertisers' direct ads more effective and specific.In the past several years,the research on sports goods advertising mostly explored the development direction of sports goods brands from the perspective of marketing and brand development.In the research on advertising,most of them are mainly for foreign brands,and there is less attention to domestic sports brands.Focused on the image of female,this paper collects the relative advertisements from six sports goods brands(Nike,Adidas,Anta,Li Ning,361°and Xtep)as the research objects.This paper starts with defining the concept of sports goods advertising and consumer behaviors,and takes the female image as the perspective to quantitatively analyze sports advertisements and explore the current status of female images in sports advertisements at home and abroad.In addition,through the questionnaire survey method,a group of college students in Wuhan are selected as the research object,in order to demonstrate the influence of female images construction factors in sports goods advertisement on contemporary college students in consumption cognition,attitude and behavior,and propose the possible influence on college students' consumption behaviors.The 17 hypotheses are verified one by one.In the chapter four specially analyzes the strategy on how to build a positive image for female in the advertisement.This paper explores a new path for the influence of female images construction on the consumer behavior in sports goods advertising,and also provides relevant references for the following analysis of the impact of sports goods advertising on the public.