Case studies on Female Empowerment Advertising from Post-feminist Perspective

DOI

10.2991/978-2-494069-89-3_139How to use a DOI?

Keywords

Female empowerment; Advertisement; Post-feminist

Abstract

In the post feminist society, advertising has evolved into a new form, that is, women's empowerment advertising. Women's empowerment advertisements pay more attention to women's feelings, and convey women's self realization, self acceptance and self empowerment to the society at the same time. To a certain extent, such advertisements promote the development of feminism. Based on the post feminist perspective, through the critical analysis of two advertising cases, this paper examines the empowerment of women reflected in two typical advertisements. These two cases are Nike's Boundless Girls program, and PROYA's program which proposes gender is not the borderline, prejudice is. It concludes that women's empowerment advertisements do reflect women's consciousness and can contribute to China's women's movement, but they inevitably intend to sell their products. Once the simple act of purchasing products is regarded as gaining power, the concept of women's empowerment will be generalized, and the real needs of women will be covered up. Although the cases discussed in this paper are still relatively limited, it will still provide some enlightenment for the study of consumer culture from the perspective of post feminism.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zenan Liu
AU  - Yinghou Shao
PY  - 2022
DA  - 2022/12/30
TI  - Case studies on Female Empowerment Advertising from Post-feminist Perspective
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 1203
EP  - 1209
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_139
DO  - 10.2991/978-2-494069-89-3_139
ID  - Liu2022
ER  -