The Impact of Congruence Between Self-concept and Female Advertising Image on Advertising and Brand Attitudes

With the rise of women's personal consciousness, femvertising has become one of the key topics in today's research. Researchers mostly explore the impact of feminist advertising on consumers from the perspective of social comparison and self-identity. However, there is still a research gap on how consumers awareness of self affects their perception and acceptance of femvertising. Therefore, this paper connected the consumer self-concept with the female image in feminist advertising and explored the relationship between the consistency of the two and the consumer's advertising attitude and brand attitude. Through the review and analysis of 19 relevant literature, this paper found that the high consistency between consumers' ideal self and female image in femvertising will make them have a more positive attitude towards advertising and brands, compared with the impact of the consistency between actual self and advertising image. Enterprises should understand the self-concept and values of target consumers in order to better meet their needs and expectations in advertising and marketing activities.