Deconstructing and Constructing Women’s Empowerment Advertising in Mass Media

Mei Tian

Article ID: 5062
Vol 7, Issue 3, 2024

VIEWS - 36 (Abstract) 93 (PDF)

Abstract


The study of women’s image has always been of great interest to the academic community. In recent years, the focus of advertising
and marketing has gradually shifted to female empowerment from the original focus on gender role stereotyping. By analyzing the typical
cases of “female empowermentism” in advertisements, this paper deconstructs “female empowerment advertisements” from three aspects:
self-confidence, self-empowerment and self-worth. Finally, the paper constructs a structure for thinking about women’s empowerment advertisements from the three aspects of advertisement role modeling, women’s image, and advertisement supervision.

Keywords


Mass Media, Post-Feminism, Female-Empowering Advertisements, Deconstruction, Reconstruction

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References


1. [1] [Japanese] Chiako Ueno, Nagako Tanaka. Feminism from scratch [M]. Beijing: Beijing United Publishing Company, 2021.

2. [2] Wang Jing. “Empowerment Advertising for Women” from a Post Feminist Perspective and Its Cross Cultural Empowerment Differences [J]. Journal of Anhui Normal University, 2022.1.

3. [3] Wang Jingjing, Chang Huan. On Women’s Empowerment Advertising [J]. Practice, October 2023.

4. [4] Zhang Yilian. Advertising Appreciation and Criticism [M]. Fujian: Xiamen University Press, 2016.

5. [5] Wang Tian, Tan Tianhui. Creating New Women: Post Feminist Discourse and Audience Meaning Production in Social Media Empowerment Advertisements for Women [J]. International Press, September 2023.




DOI: https://doi.org/10.18686/ijmss.v7i3.5062

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