Research On The Function Of Femvertising From The Perspective Of Advertising Criticism

With the improvement of women’s social status and economic strength,Femvertising has been more and more favored by brands.Nowadays,many brands have released feminist advertisements one after another,which has had a great social impact.Therefore,it is urgent to study the function of Femvertising.Facing the shortcomings of Femvertising function research,such as small number of research,incomplete research,poor research continuity and so on,the author attempts to improve its research breadth from the perspective of advertising criticism,and according to the relationship between advertising function and effect,that is,function comes first,effect comes later,and the result of function realization is effect,so as to carry out exploratory research on the necessary link of function research and effect research,To help the long-term and stable development of Femvertising.The conclusions of this thesis are as follows: Femvertising has three major functions:economy,society and culture.First of all,Femvertising can promote each other with "her economy" and empower brands with brand attributes and consumer characteristics.The survey found that consumers’ views on different brands have changed to varying degrees,but the final factors that decide to buy are the needs of the audience and the efficacy of the product.Secondly,Femvertising can enhance the female consciousness of female groups and construct the self-identity and group identity of female groups,but this effect will not be immediate.Finally,Femvertising constructs its own discourse and conveys symbolic meaning by shaping normalized female images and abnormal male images,but most respondents are not aware of this,which also shows the concealment of commercial advertising meaning transmission.