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.

摘要

为了了解以性别为主题的赋权广告（例如“女性化”和“广告化”）的增长趋势，本内容分析评估了针对女性，男性和普通受众的杂志广告中权力和赋权的范围和配置。在跨学科框架的基础上，分析了赋权的不同来源和维度以及社会权力的类型。结果表明，赋权广告是一种高度针对性的策略，主要吸引女性消费者。女性授权通常通过代理权来代表，而男性授权则侧重于身体。结果还强调了个人授权和授权广告叙述的个人主义性质。