The Rhetoric of Empowerment in Female Centered Brand Advertisements
Uribe, Isa
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.
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.
