The manifestation of female objectification in the marketing content of social media brand advertising: Taking BM brand as an example

College of Humanities and Arts, Macau University of Science and Technology, Macau, 999078, China

^* Corresponding author: 1210018717@student.must.edu.mo

Abstract

With the rapid development of Internet technology, social media has become a new channel for the dissemination of advertising and marketing content, which is more extensive and guiding. The values conveyed by brand advertising content will even have an impact on overall social values. The female objectification information in social media marketing content has a certain impact on women's psychological and physical health through brand advertising. Women who have long lived under the influence of social media with strong sexual characteristics and objectified information are prone to deepen their self-objectification and become anxious about their appearance. They will internalize a third perspective to view themselves. This paper adopts the interview method and analyzes BM brand marketing content as a case to draw research results. The implicit value orientation in advertising and marketing content has led to a deepening of women's self-objectification, and they always examine and monitor themselves. However, with the development and rise of feminist forces, the phenomenon of self-objectification in some female groups has gradually declined and dissipated in recent years.