Strategies of Promotion Copywriting of Female Product Brand Under the Development of Feminist

Taking the Unsuccessful Advertisement of PurCotton as an Example

DOI

10.2991/assehr.k.210519.088How to use a DOI?

Keywords

Promotion copywriting, feminism, advertisement, new media, case study

Abstract

The author’s research paper is based on an unsuccessful advertisement of PurCotton, which was a video that was offensive and disrespectful to women. From this advertisement, we can see that although feminism developed for a long time until now, but there are still lots of companies releasing advertisements that are being gender discrimination. Therefore, in this paper, the author’s research topic is the development of feminism as well as why and how should the brands change in their advertisements to meet this trend and gain more customers. In addition, the author wants to speak up for women to make everyone know that this problem is serious. In this research, the author used the failure of the advertisement of Purcotton as a case and analyzed the reasons for its failure. According to the research result, in today’s society, female receive education and can go out for work. They gain much more voice and power than before. Women have now the ability and freedom to pay for themselves and become real customers. Under this background, companies, especially those who sell female products, should transform the male gaze in their promotion copywriting into female gaze to meet the favor of their target customers. What is more, they should pay close attention to the advertisement released on social media, because there are many potential customers. An inappropriate advertisement can cause great loss to them.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tong Liu
PY  - 2021
DA  - 2021/05/20
TI  - Strategies of Promotion Copywriting of Female Product Brand Under the Development of Feminist
BT  - Proceedings of the 7th International Conference on Humanities and Social Science Research (ICHSSR 2021)
PB  - Atlantis Press
SP  - 447
EP  - 450
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210519.088
DO  - 10.2991/assehr.k.210519.088
ID  - Liu2021
ER  -