Research on Gender Reverse Promotion in Short Network Videos

Taking the Promotion of Female Cosmetics in Tik Tok as an Example

Abstract

With the change of social consumption concept, women have gradually become the largest consumer group in the advertising audience. Based on this change in consumption concept, in the past two years, advertisements featuring men have been overwhelming. The Internet has brought about the interconnection of everything. Mobile terminals have made information spread faster and more widely. New media platforms such as Weibo, WeChat and Tiktok have developed rapidly and become an important way for users to obtain information. As a new media platform with the fastest growth rate of daily active users, short video has attracted a large influx of capital, and major brands and enterprises have adjusted their advertising media delivery strategies to layout short video. People's understanding of masculinity is also quietly changing. Masculinity is no longer rigid and single. With the diversified development of masculinity images, the endorsement images in male cosmetics advertisements are increasingly rich and diversified. Gender reverse advertising has developed rapidly, especially in the cosmetics industry. According to this hot phenomenon, this paper specifically analyzes the development history, reasons, development status, advantages and disadvantages of gender reverse advertising, points out a series of problems existing in gender reverse advertising, and then puts forward corresponding development countermeasures.