Research On The Narrative Strategies Of Femvertising

For a long time the female images in advertising "gender stereotypes" and "female objectification and sexualization" has been the focus of much of the parties to the dispute,many advertisements because of discrimination against women and was criticized by scholars.In stark contrast to this is the upsurge of feminist advertising(Femvertising)in recent years.This paper is focus on the emerging feminist advertising,narrative analysis as a starting point of female advertising,such advertising text inquiry focuses on the analysis of narrative strategies,summarize the characteristics of the narrative theme,narrative structure,characters and so on,to investigate the effect mechanism of female advertising,so as to provide practical reference for the future of female advertising creation.The first chapter combs and reviews the existing literature about feminism and advertising related fields and advertising narrative theory,and puts forward the research questions and key points.The second chapter analyzes the definition and development of feminist advertising,and sums up such advertisements in recent years.The third chapter analyzes the narrative theme,narrative structure,characters and narrative features of feminist advertising in detail.The fourth chapter,based on the results of the text analysis in the first three chapters,selects typical cases to investigate the audience feedback of feminist advertising narrative,and looks forward to the development of feminist advertising.The study found that in recent years the feminist narrative theme of advertising works focus on the following five aspects: focusing on the definition of beauty;against gender discrimination against women;stereotype;promote strength;celebrate as women.The narrative structure model shows the common features of "two aspects" of "missing-possession".In addition,in the feminist advertising works,the shaping of female image has become a key factor,and the recognition and empowerment of female groups has become the most important thing through the diversification of real female images.Finally,this study found that,although the feminist marketing trend has become increasingly evident,the market feedback data has proved that female advertising has a positive impact on product sales and brand,but can not be ignored isthe contradiction of female advertising itself,namely the feminist inherent political and social demands and consumerism contain internal conflict between.This puts forward higher requirements for the narrative strategy and advertising production of feminist advertising,and how to avoid homogenization is the key.