En-Gendering Power and Empowerment in Advertising: A Content Analysis

To understand the growing trend of gender-themed empowerment advertising, such as "femvertising" and "dadvertising," this content analysis evaluates the scope and configuration of power and empowerment in magazine advertisements targeting women, men, and the general audience. Bas...

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Bibliographic Details
Published inJournal of current issues and research in advertising Vol. 42; no. 1; pp. 19 - 33
Main Authors Tsai, Wan-Hsiu Sunny, Shata, Aya, Tian, Shiyun
Format Journal Article
LanguageEnglish
Published Routledge 02.01.2021
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Summary:To understand the growing trend of gender-themed empowerment advertising, such as "femvertising" and "dadvertising," this content analysis evaluates the scope and configuration of power and empowerment in magazine advertisements targeting women, men, and the general audience. Based on an interdisciplinary framework, different sources and dimensions of empowerment as well as types of social power are analyzed. Results suggest that empowerment advertising is a highly targeted strategy appealing to primarily female consumers. Female empowerment is typically represented through agentic power while male empowerment focuses on physicality. Results also highlight the emphasis on personal empowerment and the individualistic nature of empowerment advertising narratives.
ISSN:1064-1734
2164-7313
DOI:10.1080/10641734.2019.1687057