The Rhetoric of Empowerment in Female Centered Brand Advertisements
Presenter(s)
Isa Uribe
Abstract
The study aims to explore female-centered brand advertising that frequently promotes messages of empowerment, beauty, and self-worth. Additionally, the messaging appears shape how women and understand confidence. However, it remains unclear whether these empowerment messages genuinely support consumers or primarily function as strategic branding tools to enhance brand image. The purpose of this study is to investigate and understand the rhetoric of empowerment in three video advertisements from the personal care brand Dove using qualitative content analysis. It is expected that findings will reveal themes such as self-acceptance, natural beauty, and confidence, suggesting that while empowerment is emphasized, these messages may also reinforce selective ideals that ultimately align with brand identity and marketing goals.
College
College of Liberal Arts
Department
Communication Studies
Campus
Winona
First Advisor/Mentor
Adam Gaffey
Location
Kryzsko Great River Ballroom, Winona, Minnesota; United States
Start Date
4-23-2026 10:00 AM
End Date
4-23-2026 11:00 AM
Presentation Type
Poster Session
Format of Presentation or Performance
In-Person
Session
1b=10am-11am
Poster Number
80
The Rhetoric of Empowerment in Female Centered Brand Advertisements
Kryzsko Great River Ballroom, Winona, Minnesota; United States
The study aims to explore female-centered brand advertising that frequently promotes messages of empowerment, beauty, and self-worth. Additionally, the messaging appears shape how women and understand confidence. However, it remains unclear whether these empowerment messages genuinely support consumers or primarily function as strategic branding tools to enhance brand image. The purpose of this study is to investigate and understand the rhetoric of empowerment in three video advertisements from the personal care brand Dove using qualitative content analysis. It is expected that findings will reveal themes such as self-acceptance, natural beauty, and confidence, suggesting that while empowerment is emphasized, these messages may also reinforce selective ideals that ultimately align with brand identity and marketing goals.
Comments
Uribe, Isa