电商背景下美妆产品广告对女性形象与价值的影响研究——以抖音情景短视频为例
Research on the Influence of Beauty Product Advertisements on Women’s Image and Value in the Context of E-Commerce—Taking TikTok Scenario Short Video as an Example

随着互联网大数据时代的深入，电商行业取得了蓬勃发展，其中美妆行业的发展是其典型代表之一。本文以抖音情景短视频为例，通过分析抖音中美妆产品广告的呈现特点，包括故事性、情境体验、符号运用、互动参与等，探讨了其对女性形象与价值的塑造作用。研究发现，美妆产品广告对女性的审美标准、消费观念、性别角色与自我认知等方面产生了影响，促进了社会对性别以及女性对自我认知的关注和思考，进而推动女性消费文化的健康发展。
With the deepening of the Internet big data era, the e-commerce industry has achieved vigorous development, of which the development of the beauty industry is one of its typical representatives. This paper takes TikTok scenario short videos as an example, and explores its role in shaping women’s image and value by analysing the presentation characteristics of beauty product advertisements in TikTok, including storytelling, situational experience, use of symbols, interactive participation, and so on. It is found that beauty product advertisements have an impact on women’s aesthetic standards, consumption concepts, gender roles and self-cognition, which promotes society’s attention to and reflection on gender as well as women’s self-cognition, and then promotes the healthy development of women’s consumption culture.