Research Method

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（The advertising of this subject is limited in the scope of video advertising, excluding other marketing methods.）

In terms of secondary research, I have read a lot of relevant literature. Although I haven’t finished all the reading, I have learned some useful knowledge that can be used in the research process. At the same time, I also did some online surveys.

In primary research, I plan to use focus group, textual analysis and case study to comprehensively analyze the narrative of femvertising of fashion brands and the attitude of the audience. only qualitative analysis，because I’m not going to do a marketing report，thhese analysis are all serving for the development of my films.

Textual analysis: from the perspective of advertising narrative analysis, this research will study the text of femvertising ads, and analyzes the narrative theme, narrative structure, narrator and other elements. Through the study of narrative characteristics and meaning generation of advertising samples, I can get the common characteristics of feminist advertising.

Case study: I intend to comprehensively measure the network broadcast volume, media coverage, awards and other indicators, select two representative femvertising ads of fashion brands for case analysis, in-depth analysis to explore the differences between these advertising subjects, and then summarize the impact mechanism of femvertising.

Focus group: design the main research questions in advance, select 14-20 young women aged 18-30（strong purchasing power & target audience）, and divide them into two groups on average, one group is composed of people with similar background and experience. Under the guidance of the interview summary, the two feminist advertisements in the case study will be broadcasted, in-depth, free and voluntary discussion on relevant topics will be conducted, and the attitude feedback of the audience on feminist advertisements will be collected. Compared with other data collection methods, focus group interview has the advantages of snowball effect, flexible structure and fast speed.