Study of Portrayal Strategies for Powerful Female Images in Femvertising

Abstract

The study on female image has always been a hot topic in advertising research. However, due to the positive social response of feminist advertisements, many brands have started to deliberately impose feminism on their advertisements for the purpose of attracting female audiences and gaining profits. Portrayal of women’s image in advertisements is faced with challenges and the exploration of its strategies also plays an important role in promoting its development. Therefore, this paper selected three influential representative western advertisements featured by feminism in 21st century as samples, and critically analyzed the powerful female images in the advertisements – the selection and portrayal of female characters, the development of the plot and the use of video style are all included. Compared with the perspective that the female group should be portrayed as commodities, it emphasized women’s personal values and inner pursuits. In the meanwhile, this paper discovered the new trend of positive and diverse presentation of female images, and offered new ideas and methods for future advertisers, helping them shape images of female group in two ways – the multi-dimensional way and the positive way.