This study explores the representation of women in Chinese "Femvertising" (female empowerment video advertisements) and the post-feminist discourse conveyed within these advertisements over the past five years. By examining recent Chinese video commercials, the research aims to critically analyze the ideologies behind female empowerment advertisements in China, shedding light on how advertising both shapes and reflects societal values. Employing a qualitative research methodology, the study uses thematic analysis to uncover the underlying messages, narratives, and ideologies. The findings reveal a shift toward depicting women in diversified and empowered roles, emphasizing authenticity and emotional connection. Three key thematic discourses—Body Self-Acceptance, Breaking Stereotypes, and Girl’s Power—are identified. However, the study also highlights that many empowerment advertisements are primarily marketing tools rather than genuine support for women's rights, often excluding broader spectrums of women and reinforcing certain stereotypes
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-227525 |
| Date | January 2024 |
| Creators | Liu, An Ran |
| Publisher | Umeå universitet, Umeå centrum för genusstudier (UCGS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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