How do brands use femvertising to attract audience?

研究课题：品牌如何在社交媒体中利用女性赋权广告吸引和激励女性？
亲爱的受访者：

本次问卷用于英国纽卡斯尔大学（Newcastle University）媒体与公关专业的招同学硕士毕业论文的研究部分，旨在调查女性如何看待品牌发布的女性赋权广告。
女性赋权广告(Femvertising) 的定义是利用亲近女性的才能、信息和形象来增强女性和女孩的力量的广告。(Skey, 2015)

您的回答不涉及个人敏感信息，且问卷仅会用于本研究调查。

问卷由两部分组成，希望您能按实际情况进行回答。谢谢您在百忙之中抽空5-10分钟完成该调查，这将会对招同学的课题研究有举足轻重的帮助。如有任何疑问和建议，欢迎与招同学联系：X.Zhao25@newcastle.ac.uk

非常感谢！



Dear respondent:

This questionnaire is used in the research section of Miss Zhao‘s dissertation at Newcastle University. It is designed to investigate how female audiences evaluate femvertising.
Femvertising–defined as advertising that employs pro-female talent, messages, and imagery to empower women and girls (Skey, 2015).
Your answer does not involve personally sensitive information, and the questionnaire will only be used in this research.

The questionnaire consists of two parts, and I hope that you can answer it according to the actual situation. Thank you for taking the time to complete the survey within 5-10 minutes. This will be of great help to the research of the students. If you have any questions or suggestions, please feel free to contact me: X.Zhao25@newcastle.ac.uk

Thank you!
第一部分 个人信息
*
1.
Gender:
Female
Male
Other/Non-Binary
*
2.
Age：
1~18
19~25
26~30
31~40
40~100
*
3.
您的国籍 Nationality:
*
4.
Highest Education:
High school and below
Undergraduate
Postgraduate
PhD
Postdoctoral
*
5.
Occupation：
第二部分 Femvertising

Femvertising的定义是利用亲近女性的才能、信息和形象来增强女性和女孩的力量的广告。(Skey, 2015)
Femvertising–defined as advertising that employs pro-female talent, messages, and imagery to empower women and girls (Skey, 2015).

*
6.
Have you heard the term ‘Femvertising’ before？
Yes
No
*
7.
Have you seen advertisements that empower women before?
Yes
No
请观看 Dove | Project #ShowUs | Shattering Beauty Stereotypes 后回答以下问题
https://www.bilibili.com/video/av63006317

Please watch Dove | Project #ShowUs | Shattering Beauty Stereotypes and answer the following questions
https://www.youtube.com/watch?v=7OufbVVpqV0

谢谢您的协助，比心❤️
Thank you so much ❤️



*
8.
Do you know Dove #ShowUs campaign before?
Yes
No
*
9.
Would you be likely to share this femvertising (Dove #ShowUs) on social media?
Yes
No
Don't care
*
10.
Will you have a good impression on Dove's brand image after this video?【多选题】
Yes
No
Don't care
*
11.
Do you agree with the concept of challenging beauty stereotypes that Dove conveys?
Agree
Not agree
Don't care
*
12.
After this femvertising, will you be more likely to choose Dove when you consume the same type of products (such as shower gel, soap)?
Yes
No
请观看Watch how Always fights to Always #LikeAGirl – Keep Going后回答以下问题
https://www.bilibili.com/video/av63006538

Please watch Watch how Always fights to Always #LikeAGirl – Keep Going and answer the following questions
https://www.youtube.com/watch?v=fp_DZbYtyLQ

 谢谢您的协助，比心❤️
Thank you so much ❤️
*
13.
Do you know Always #LikeAGirl campaign before?
Yes
No
*
14.
Would you be likely to share this femvertising (Always #LikeAGirl) on social media?
Yes
No
Don't care
*
15.
Will you have a good impression on Always's brand image after this video?
Yes
No
Don't care
*
16.
Do you agree with the concept of no fare of failure and keep going that Always conveys?
Yes
No
Don't care
*
17.
After this femvertising, will you be more likely to choose Always when you consume the same type of products (such as menstrual pads and daily liners)?
Yes
No
*
18.
How do you consider Dove and Always launch femvertising?【多选题】
Empower women
Increase sales
Build brand image
Attract attention from society
Others
*
19.
Will you be following any other femvertising or women empowerment campaigns by Dove or Always?
Follow Dove
Follow Always
Both
No
Don't care
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