A Study on the Influence of New Feminist Brand Advertising on Chinese Consumer Behavior

Abstract

With the development of feminism in China, there are more and more "new feminism" phenomena in commodity advertisements. Brand advertising conveys brand concept, emotion and attitude to society and consumers by supporting for women, opposing discrimination against women and breaking the stereotype of women. Based on the five key words of deconstructing new feminism, this paper investigates 590 Chinese consumers to understand the impact of new feminism advertising on Chinese consumers' consumption behavior. The research results show that there are some differences between the age, education background, cognition of new feminism, and the interpretation of key words in new feminism cultural advertising and Chinese consumers' attitudes towards new feminism advertising, which in turn affect Chinese consumers' consumption behavior towards the brand.At the same time, although male consumers recognize new feminist advertising and are willing to buy new feminist advertising products, some male consumers still have certain inherent stereotypes of women.