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Femvertising as a resource of meaning-making and identity negotiation – A consumer cultural perspective

Lin, Jingnan LU (2019) SKOM12 20191
Department of Strategic Communication
Abstract
There is a tendency for organizations to draw on social and political issues to make brands relevant to consumers, among which the appropriation of women empowerment discourse has attracted considerable attention because of its success
in practice. Give the paucity of studies both in strategic communication to evaluate consumers responses to organizations’ communication strategies and in advertising studies to examine the emerging form of advertising to empower women, this study focuses on femvertising from consumers’ perspective. Taking the “leftover women” discourse in SK-II’s “Marriage Market Takeover” commercial as an entry point, this study uses consumer cultural theory to explore the ways in which Chinese female consumers attach... (More)
There is a tendency for organizations to draw on social and political issues to make brands relevant to consumers, among which the appropriation of women empowerment discourse has attracted considerable attention because of its success
in practice. Give the paucity of studies both in strategic communication to evaluate consumers responses to organizations’ communication strategies and in advertising studies to examine the emerging form of advertising to empower women, this study focuses on femvertising from consumers’ perspective. Taking the “leftover women” discourse in SK-II’s “Marriage Market Takeover” commercial as an entry point, this study uses consumer cultural theory to explore the ways in which Chinese female consumers attach personalized meanings to femvertising and use
femvertising to address the conflicts between their personal identity and social
identity as “leftover women” in Chinese society. Verbatim texts of 21 narrative
interviews were analyzed through interpretative narrative analysis with specific
emphasis given to conflicts in the respondents’ narratives. The findings of this study reveal that Chinese female consumers tend to adopt extensive and intensified
postfeminist notions to interpret femvertising. Consumers’ critical readings of the commercial also suggest their preferences among countervailing cultural meanings, which reflect their identity negotiation process. The implications for future research on femvertising studies are discussed. (Less)
Please use this url to cite or link to this publication:
author
Lin, Jingnan LU
supervisor
organization
course
SKOM12 20191
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Femvertising, Advertising, Cultural branding, Postfeminism, Gender Stereotypes, Consumer culture theory, Meaning-making, Identity construction
language
English
id
8987062
date added to LUP
2019-07-05 09:22:15
date last changed
2019-07-05 09:22:15
@misc{8987062,
  abstract     = {{There is a tendency for organizations to draw on social and political issues to make brands relevant to consumers, among which the appropriation of women empowerment discourse has attracted considerable attention because of its success
in practice. Give the paucity of studies both in strategic communication to evaluate consumers responses to organizations’ communication strategies and in advertising studies to examine the emerging form of advertising to empower women, this study focuses on femvertising from consumers’ perspective. Taking the “leftover women” discourse in SK-II’s “Marriage Market Takeover” commercial as an entry point, this study uses consumer cultural theory to explore the ways in which Chinese female consumers attach personalized meanings to femvertising and use
femvertising to address the conflicts between their personal identity and social
identity as “leftover women” in Chinese society. Verbatim texts of 21 narrative
interviews were analyzed through interpretative narrative analysis with specific
emphasis given to conflicts in the respondents’ narratives. The findings of this study reveal that Chinese female consumers tend to adopt extensive and intensified
postfeminist notions to interpret femvertising. Consumers’ critical readings of the commercial also suggest their preferences among countervailing cultural meanings, which reflect their identity negotiation process. The implications for future research on femvertising studies are discussed.}},
  author       = {{Lin, Jingnan}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Femvertising as a resource of meaning-making and identity negotiation – A consumer cultural perspective}},
  year         = {{2019}},
}