Female power portrayals in advertising

Kordrostami, Melika; Laczniak, Russell N.

doi:10.1080/02650487.2021.1998878

Cited by 17 publications

(9 citation statements)

References 47 publications

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“…Thus, the first commercial indicated that the depiction of women's images in commercials today have been altered to be more positive and to encourage positive body images. This is in line with Dove's campaign which reveals the truth about the distorted ideals of beauty (Kordrostami & Laczniak, 2021). It means that the findings contribute to the decline of gender-role stereotyping in ads, in line with the statement made by Furnham & Paltzer, (2010) saying that the gender-role stereotyping in ads starts to decline, but the changes are somehow limited to certain categories such as credibility, role, and age.…”

Section: Women's Image As Presented In Vitamin Drink Commercialssupporting

confidence: 82%

“…This choice is different from the typical commercials involving women, which commonly take place indoors. Not to mention, women's roles in both commercials also contradict the traditional roles of women in ads, as Kordrostami & Laczniak (2021) state that women are commonly depicted in specific roles of serving other people such as housewives, mothers, lovers, or homemakers.…”

Section: Women's Image As Presented In Vitamin Drink Commercialsmentioning

confidence: 99%

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Women’s Image as Presented in Vitamin Drink’s Commercials: Semiotics Analysis on YOU C-1000 and Hemaviton C1000

Risaningtyas,

Wienanda

2021

JLA

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Several studies have identified women's image in beverage advertisements, but there has been not much research into the women’s image presented in vitamin drink commercials along with their slogans. This study focuses on an analysis of verbal and non-verbal signs of 2 vitamin drink commercials, namely YOU C1000 and Hemaviton C1000, from YouTube. Qualitative content analysis based on Peirce’s (1940) semiotics theory was used to analyse the verbal and non-verbal signs presented in the commercials, while the image of women proposed by Hung & Li (2006) was used to identify women’s image in the commercials. The findings suggest that in general, the commercials have tried to break the common traditional stereotypes of women’s image, even though some parts were still a bit stereotypical. The most common women’s image shown in the video is ‘a strong woman’. Moreover, the slogans of YOU C1000 and Hemaviton C1000 are trying to show that women can also do outdoor activities. The finding indicates that there is an attempt to change the way of presenting women in today’s advertisements.

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Section: Women's Image As Presented In Vitamin Drink Commercialssupporting

confidence: 82%

Section: Women's Image As Presented In Vitamin Drink Commercialsmentioning

confidence: 99%

Women’s Image as Presented in Vitamin Drink’s Commercials: Semiotics Analysis on YOU C-1000 and Hemaviton C1000

Risaningtyas,

Wienanda

2021

JLA

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“…, 2021) and femwashing (Hainneville et al., 2022) have been used to interpret the unauthentic depiction of femvertising campaigns. Whether we consider femvertising to be authentic or utilitarian, it can be split into different message strategies under the wide umbrella of women/gender empowerment (Kordrostami and Laczniak, 2021); for example, championing females' self-confidence beyond a beauty focus, calling females to overcome societal barriers to be active and play sports, or depicting females in a new multiplicity of roles beyond stereotypes (Hsu, 2018). Femvertising plays a key role in the emotional connection between women and brands; however, consumers may react unfavourably to femvertising if brands do not demonstrate knowledge of true feminine values, continue to promote sexist stereotypes, or lack brand fit (Lima and Casais, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

How does femvertising work in a patriarchal context? An unwavering consumer perspective

Amir

Roca

Sadaf

et al. 2023

CCIJ

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PurposeGiven the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and brand-related outcomes in a patriarchal context such as Pakistan.Design/methodology/approachQualitative methodology was employed in this study, which was based on in-depth interviews involving 17 consumers (including both male and females). Thematic analysis was used to analyse the data.FindingsResults indicated that male and female consumers revealed varied and sometimes contradictory perspectives on the perception, understanding and behaviour towards femvertised adverts, which are governed by patriarchal gendered norms.Originality/valueThis study contributes to the body of knowledge by exploring the consumer perception towards femvertising in a patriarchal context, where gender disparity is evident. It also draws attention to the underlying cultural elements contributing towards the formation of those perceptions.

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“…As indicated by a Duff & Phelps report (2017), female endorsers are today arising as the best option to promote fashion, banking, health and home products. The advertisement's new trend is to portray women in the power position in ads (Gill, 2008), including expert power, family power, empowerment power, athlete power and sexual power (Kordrostami & Laczniak, 2018). To ensure consistency across the spokesperson treatment, we decided to take only one gender (female) for our study.…”

Section: Preliminary Test I: Selection Of Celebrity and Mascotmentioning

confidence: 99%

Analysing the Moderating Effects of Product Involvement and Endorsement Type on Consumer Buying Behaviour: An Empirical Study on Youth Perspective

Chavadi

Sirothiya

et al. 2021

IIM Kozhikode Society & Management Review

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As Indian youths have more choices than ever before and purchase products that define them, it becomes necessary for marketers and companies to explore youth behavioural responses. Film celebrities, sports icons, and fictional celebrities influence youths through their status and achievements. Celebrity influence on youth is four times more than their influence on the baby boomer generation, and youthful shoppers evaluate ads more than grown-ups do. Given the battle between celebrity and Mascot for brand endorsement, marketers have an increased interest in examining the differential effect of endorsers and product involvement’s potent effects on youth attitude and purchase intentions. This study has used an experimental design to assess the advertisement effectiveness. The endorser has three levels (i.e. Bollywood celebrity, sports celebrity and mascot) and product involvement had two levels (low vs high involvement, non-food products). Product involvement was used as a moderating variable and was found to enhance the impact of endorsements. The current research also assessed the interaction effect of endorsement and product involvement. This study was conducted on undergraduate and postgraduate students and has used six print ads. The study’s findings revealed that all the paths from endorsement type and product involvement to AaD, AB and PI are found significant. The interaction effects of endorsement type and product involvement significantly predict attitude towards the brand and purchase intentions. The outcomes of this study add value to the body of knowledge and discuss managerial implications.

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Female power portrayals in advertising

Cited by 17 publications

References 47 publications

Women’s Image as Presented in Vitamin Drink’s Commercials: Semiotics Analysis on YOU C-1000 and Hemaviton C1000

Women’s Image as Presented in Vitamin Drink’s Commercials: Semiotics Analysis on YOU C-1000 and Hemaviton C1000

How does femvertising work in a patriarchal context? An unwavering consumer perspective

Analysing the Moderating Effects of Product Involvement and Endorsement Type on Consumer Buying Behaviour: An Empirical Study on Youth Perspective

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