The Influence of the Image of "Strong Female Lead" on Audience Consumption Behavior: The Cross-Border Analysis from Role Shaping to Marketing

Xinhong Xu

2025

Abstract

In recent years, the image of the "strong female lead", a female character constantly appearing in film and television, usually refers to the role setting with an independent spirit, brave wisdom, and blooming brilliance in a certain field. They have a strong personality charm, writing a new image of contemporary women. This image reflects the multi-dimensional and diversified characteristics of modern women and also affects the audience's consumption behavior and the development of the film and television market. This paper studies from the perspectives of feminism, consumerism, and emotional psychology, Taking Story of Yanxi Strategy as a reference case, this paper analyzes the interaction mechanism between role-shaping, marketing, and audience consumption behavior, and explores the relationship between role-shaping and marketing across the boundary. It aims to reveal the circular interaction between film and television works and marketing, highlights the multi-faceted nature of women embodied in the role shaping of the "strong female lead" image in film and television, and also shows great commercial potential in marketing, driving changes in consumer behavior and markets.

Paper Citation

in Harvard Style

Xu X. (2025). The Influence of the Image of "Strong Female Lead" on Audience Consumption Behavior: The Cross-Border Analysis from Role Shaping to Marketing. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 56-61. DOI: 10.5220/0014073900004942

in Bibtex Style

@conference{apmm25,
author={Xinhong Xu},
title={The Influence of the Image of "Strong Female Lead" on Audience Consumption Behavior: The Cross-Border Analysis from Role Shaping to Marketing},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={56-61},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014073900004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Influence of the Image of "Strong Female Lead" on Audience Consumption Behavior: The Cross-Border Analysis from Role Shaping to Marketing
SN - 978-989-758-791-7
AU - Xu X.
PY - 2025
SP - 56
EP - 61
DO - 10.5220/0014073900004942
PB - SciTePress