Deconstructing and Constructing Women’s Empowerment Advertising in Mass Media

Mei Tian

doi:10.18686/ijmss.v7i3.5062

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Deconstructing and Constructing Women’s Empowerment Advertising in Mass Media

Mei Tian

International Journal of Mathematics and Systems Science 2024, 7(3); https://doi.org/10.18686/ijmss.v7i3.5062

Submitted：06 Mar 2024

Accepted：06 Mar 2024

Published：06 Mar 2024

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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

References

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

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

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

[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.

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