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Purcotton: The Impact of Misogynistic Advertising on Brands

Huang Yao (Beijing Normal University-Hong Kong Baptist University United International College, China)

EISBN13: 9781668491218|DOI: 10.4018/978-1-6684-4955-4.ch009

OnDemand Chapter PDF Download Download link provided immediately after order completion

Abstract

This chapter focuses on Purcotton's advertising issue. Purcotton, a Chinese brand, made an advertisement perceived as misogynistic which outraged some netizens. In today`s China, women's position is increasing due to the spread of education and the development of Chinese society. The idea of gender is gaining more attention from the public and Chinese women speak up more often about misogyny online. This societal development is the main reason behind the online debates that followed the advertisement. This chapter focuses on the uproar this advertisement caused and analyses the effect of misogynistic advertising. It will describe the issue itself, the public reaction, and the brand's operation after the issue.

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Purcotton: The Impact of Misogynistic Advertising on Brands

Abstract