Based on the viewpoint of Chinese consumers' perceptions of Femvertising (advertising which portrays women), this study further clarifies the factors of Chinese consumers' perceptions of Femvertising and probes into their influence. Specifically the present study analyzed articles which are discussed on advertising cultures related women model and their social / home roles. Then we conducted survey questions based on the theoretical discussion, and the survey of 583 Chinese consumers showed that Chinese consumers had five factors on Femvertising: female subjectivity, social resistance, female orientation, female empowerment and social commerce. The notable results are that ‘Female subjectivity’, ‘female orientation’ and ‘social resistance’ have a positive and significant effect statistically on purchase intention on the advertising, while ‘social commerciality’ and ‘female empowerment’ have a significant and negative effect on it. These results will help not only scholars who study about advertising with feminine scopes, but also advertising field producers for making efficient advertisements. Further discussions on Femvertising are explained in the current article.

With the continuous deterioration and rebound of Novel Corona Virus Disease worldwide, the impact on all areas of society can not be underestimated. In particular, the normalization of the pandemic has also had a profound impact on the development and adaptation of adolescents from overseas working families. There are a large number of special social groups, adolescents from overseas working families in Yanbian, China. Affected by severe pandemic normalization, these adolescents have been separated from their parents for a long time, suffering from troubles and many other problems. School adaptation is an important measure of adolescents' social adaptability. In order to explore the influencing factors of school adaptability of Chinese-Korean adolescents from overseas working families, this study did a questionnaire survey on them through the method of cluster sampling. A total of 602 valid questionnaires were collected. Among them, there are 289 adolescents from overseas working families, accounting for about 48%. The correlation and multiple regression analysis were carried out with SPSS 24.0. The results show that: 1) There is a significant correlation between the main factors; 2) Self-esteem and depression in personal factors, parental attachment in family factors, and teacher-student relationship and school performance in school factors have a significant impact on adolescents‘ school adaptability. Finally, this paper puts forward a system to strengthen the school adaptability of adolescents from Chinese-Korean overseas working families, as well as some specific intervention measures.