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

Wan Hsiu Sunny Tsai, Aya Sami Mohamed Ali Shata, Shiyun Tian

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish (US)
JournalJournal of Current Issues and Research in Advertising
DOIs
StateAccepted/In press - Jan 1 2019

Fingerprint

Empowerment
Content analysis
Social power
Targeting

ASJC Scopus subject areas

  • Marketing

Cite this

En-Gendering Power and Empowerment in Advertising : A Content Analysis. / Tsai, Wan Hsiu Sunny; Sami Mohamed Ali Shata, Aya; Tian, Shiyun.

In: Journal of Current Issues and Research in Advertising, 01.01.2019.

Research output: Contribution to journalArticle

@article{2d81cb6c95a541eab6c4d1483557a7c5,
title = "En-Gendering Power and Empowerment in Advertising: A Content Analysis",
abstract = "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.",
author = "Tsai, {Wan Hsiu Sunny} and {Sami Mohamed Ali Shata}, Aya and Shiyun Tian",
year = "2019",
month = "1",
day = "1",
doi = "10.1080/10641734.2019.1687057",
language = "English (US)",
journal = "Journal of Current Issues and Research in Advertising",
issn = "1064-1734",
publisher = "Taylor and Francis Ltd.",

}

TY - JOUR

T1 - En-Gendering Power and Empowerment in Advertising

T2 - A Content Analysis

AU - Tsai, Wan Hsiu Sunny

AU - Sami Mohamed Ali Shata, Aya

AU - Tian, Shiyun

PY - 2019/1/1

Y1 - 2019/1/1

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=85075206498&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85075206498&partnerID=8YFLogxK

U2 - 10.1080/10641734.2019.1687057

DO - 10.1080/10641734.2019.1687057

M3 - Article

AN - SCOPUS:85075206498

JO - Journal of Current Issues and Research in Advertising

JF - Journal of Current Issues and Research in Advertising

SN - 1064-1734

ER -