Abstract
The paper discusses the latest trends in creating female images in advertising communication on the example of well-known world brands. When analyzing the Kenzo, Nike, and Dove video ads in 2016–2019, the authors find a new perception of a woman emerging in modern society which becomes communication trends such as «digital naturalness» (the use of female images without retouching and any other digital processing), «body-positive» (acceptance of one’s real appearance, respectful attitude to the natural state of your or other person’s body), «empowerment» (attention to the existing internal strength of a person), which are based on the ideas of rational feminism. The authors of this paper explain the appearance of female images, which are less artificial and more easily understandable for the target audience, in the video advertising of recent years.
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