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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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2.1c En-Gendering Power and Empowerment in Advertising: A Content Analysis

Friday, March 29, 2019 at 1:00 PM–2:30 PM CDT
1-Normandy A

Responding to the evolving gender roles in American society and mounting criticisms against gender stereotypes in popular media, gender-themed empowerment advertising, such as “femvertising” or “dadvertising” campaigns, has been celebrated as a progressive advertising movement. This study presents one of the earliest empirical studies to systematically and quantitatively evaluate the scope and configuration of empowerment in magazine advertisements targeting women, men, and the general audience. Based on an interdisciplinary framework, various sources and dimensions of empowerment as well as types of power are analyzed. Results suggest that empowerment advertising is a highly targeted strategy primarily for appealing to female consumers. Additionally, female empowerment is frequently represented through agentic power, confidence, independence, and self-determination while male empowerment focuses on physicality. Different representations of empowerment across product categories are also noted. However, results highlight the emphasis on personal empowerment and the individualistic nature of contemporary empowerment advertising narratives. Implications for future research to explore the potential of empowerment advertising to challenge gender stereotypes at the societal level are discussed. 

First & Corresponding Author

Wan-Hsiu Sunny Tsai, University of Miami
Authors in the order to be printed.

Wan-Hsiu Sunny Tsai, University of Miami; Aya Shata, University of Miami; Shiyun Tian, University of Miami

Additional Authors

Aya Sami Shata, University of Miami
Shiyun Tian, University of Miami