Deconstructing and Constructing Women’s Empowerment Advertising in Mass Media
Vol 7, Issue 3, 2024
VIEWS - 1947 (Abstract)
Abstract
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.
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DOI: https://doi.org/10.18686/ijmss.v7i3.5062
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