女性意识觉醒下的商业广告策略转变

The change of advertising strategy under the influence of female consciousness awakening

在网络信息时代,广告散布的速度较之从前更快,影响范围更广,广告从各个方面渗透进每个人的生活,并潜移默化地改变着人们的消费观、价值观和生活方式,而社会观念的转变也会影响商业广告的设计内容。奥迪二手车广告事件,很好地体现了价值观念的转变对商业广告的反向作用力——由于中国女性们女性意识的觉醒,倒逼了商业机构和相关企业,使其做出改变。本文从女性意识觉醒的角度,论证商业领域里广告策略的转变,并试图使企业认识到,广告只有做到尊重女性,关心女性成长和促进其自我价值的实现,品牌才能最终赢得客户,赢得市场。

In information age,ads spread faster and affect broader than before,ads penetrate into everyone's life,from all aspects and exert a subtle influence on changing people's consumption concept,life values and life style,and on the other hand the changing social ideas also affect the commercial ads,the“Audi used car ads”event embodies the impact of life values on commercial ads-due to the awakening of female consciousness in China,women forced the business institutions and related enterprises to make change.From the perspective of female consciousness awakening,this article demonstrates the change of the advertising strategy,and tries to make companies realize that only advertising respect women,care about their growth and promote the realization of their self-value,the brands of these companies can win customers and the market.