The final decision of my topic

Since last tutorial, I have carried out various detailed researches on the issues related to subculture fashion in China, and made preliminary estimates on the audience and the market. Finally, I found that the subculture in China is too complicated and hybridized, and it is difficult to make detailed analysis in the research process. So after three days of rethinking and research, I decided to go back to my initial exploration of feminism.

My new topic : in the context of contemporary China,  the narrative strategies of femvertising employed by fashion brands and the impact of femvertising on young female consumers

The reason why I finally chose this topic are：on the one hand, my strong interest in feminist research, on the other hand, in the advertising of fashion brands, femvision is becoming an irresistible trend. Femvertising is a combination of feminism + advertising, which is advertising that employs pro-female talent, messages, and imagery to empower women and girls. Some famous examples are the campaign of Always “like a girl” and Dove “speak beautiful”

The use femvertising among fashion brands is also very common, from the cooperation between high fashion house Dior and feminist artist Judy Chicago to the “lady like” advertisement of fast fashion brand H &M

However, with the rapid development of new media and new technology, people continue to accept the bombardment of various types of advertising, the audience has been hard to be moved, and femvertising strategies are emerging in an endless stream. So how do these brand ads which have successfully used the feminist advertising strategy operate, how to use the feminist concept to construct and what advertising narrative elements are used to impress the audience? The development of feminist advertising and its social impact make me think it is necessary to raise the production and dissemination of feminist advertising in fashion to the theoretical and practical level for analysis and reflection.

And combined with the current Chinese cultural context, what form of femvertising can have a positive impact on Chinese young female consumers?