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The Influence of Capitalism on Consumers, the Special Case of Advertisement related to Feminism from Nike
- 1 Department of Psychological and Behavioural Science, London School of Economics and Political Science, London, WC2A 2AE, The United Kingdom
- 2 The Second High School Attached to Beijing Normal University, Beijing, 100192, China
- 3 Shanghai YKPAO School, Shanghai, 201620, China
- 4 Changwai Bilingual School, Changzhou, 213000, China
- 5 Shanghai SMIC Private School, Shanghai, 201203, China
* Author to whom correspondence should be addressed.
Abstract
To understand the effect of capitalism on consumers, we choose to research the advertisement of Nike under a specific hashtag, "#DreamCrazier." We analyze the comments on Two social media- YouTube and Twitter- under that advertisement to see how consumers react to Nike's advertisement related to feminism. Using LACOLD software, we find keywords that most frequently appeared in those comments and, finally, get to know the reaction of potential consumers- social media users- towards that advertisement and even the brand.
Keywords
feminism, capitalism, Femvertising, Woke capitalism, social media, Twitter, YouTube, Nike
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Cite this article
Lu,A.;Li,J.;Wu,Z.;Jin,Q.;Huang,B. (2023). The Influence of Capitalism on Consumers, the Special Case of Advertisement related to Feminism from Nike. Lecture Notes in Education Psychology and Public Media,6,954-965.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 5
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