后女权主义视角下的“女性赋权广告”及其跨文化赋权差异

"Women's Empowerment Advertising"from a Post-Feminist Perspective and Its Differences in Cross-Cultural Empowerment

从“后女权主义”的视角对“女性赋权广告”进行概念解读,并参考前人研究成果,结合“女性赋权广告”的典型案例,提取出“女性赋权广告”的三个主要赋权维度:“身体与外貌”“身份与价值”“目标与梦想”。在这三大赋权维度下,“女性赋权广告”鼓励女性追求“自我实现”“自我接纳”“自我赋权”。最后,从跨文化视野考察国际企业的女性赋权广告在不同文化间所体现出的赋权差异,扩展了学界对“女性赋权广告”研究理论层面的关注,展示了跨文化视角下国际企业在不同社会文化语境下对女性赋权广告的探索。

This paper interprets the concept of"women empowerment advertisement"from the perspective of"postfeminism",and by referring to previous research results and typical cases of"women empowerment advertising",we extract the three main empowerment dimensions of"female empowerment advertising",namely:"body and appearance""identity and value"and"goal and dream".Under these three dimensions of empowerment,the advertisements for women empowerment encourage women to pursue"self-actualization""self-acceptance"and"self-empowerment".Finally,from a cross-cultural perspective,we examine the differences in the empowerment of women's empowerment advertisements of international enterprises in different cultures.This study expands the academic focus on the theoretical aspect of the research on"women empowerment advertising",and shows the cross-cultural perspective of international enterprises'exploration of women empowerment advertising in different social and cultural contexts.