Paper On Negative Influence On Female Adolescents' Psychological And Consumption Activities Caused By Beauty Products Advertising

Adolescent is a group with unique and special characters, owning partial not complete behavior ability, they are not only the ones paid lots of attentions from parents and whole society in knowledge absorption step, but also the main part of future consumers in a long term. Therefore, they become targets in advertising campaigns by increasing companies at home and abroad. Referring to academic areas, majority of researches focus on negative advertising influences on male adolescents and few attentions are paid to female peers.Based on former related research results, the paper studied influences and impact process of beauty products advertising, high related with female adolescents in daily life, emphasized on pinpointing the negative influences on their psychological changes and consumption activities caused by those advertising and explored the mediating mechanism of psychological factors as well.The paper surveyed more than 400 females in middle schools, analyzed cross-sectional and longitudinal data(2 months) by correlation,variance and regression analysis, and achieved reasonable and reliable output.First, through focus group, group discussion and pre-research sections, this thesis found paper print ad was the most popular advertisement type exposed to female adolescents, then set up it to be the stimuli in whole research. Second, the study investigated whether these beauty advertising generated highly influences on female adolescents'psychology, including individual and team levels, and proved there was no significant interaction effect between personal communication variant and team activity variant. By introducing the intermediary mechanism, the paper defined the relationship among advertising, psychology and consumption. Third, the paper did longitudinal analysis of two-time questionnaire results, witnessed the causality between negative psychological impacts caused by beauty product advertising and female adolescents'purchasing intent, and provided evidence for their extravagant consumption activities. The main conclusions of this thesis are as follows.a. Beauty product advertising generates negative influences on female adolescents'individual and team psychological varieties, the influences have positive relationship with advertising intensity.b. Psychological varieties play as mediators between beauty products advertising and purchase intent and work with purchase intent in a causality way.c. Advertising is highly positive correlated to the female adolescents'extravagant consumption activitiesAfter quantitative analysis process of mass data, in order to contribute to female adolescents'healthy development[, the thesis brought forth the results down-to-earth significance by taking practical situation into consideration. According to four interest stakeholders'standpoints, namely society, school, parents and enterprises, the paper carried out a package of feasible ways and means for them. By aforementioned content, the thesis was consummate with social values and factual meanings in long views.