Female Representation in Online Advertisements: A Feminist Stylistic Analysis of Beauty Products Advertised on Instagram

H. Raslie, Aina Nadhirah Mohd Zaidi
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引用次数: 1

Abstract

An advertisement is a promotional strategy to introduce a product, brand, or service to a targeted viewership; with the intent to pique their attention, encourage interaction, and ultimately, attract sales. Containing pictures, words and graphics that are familiar and present in the targeted group’s realities, advertisements, in addition to financial gains, it also greatly reflects and influences the socio-cultural construct and worldview of a community. In advertising operations carried out particularly via social media platforms, the use of language to manipulate gender depiction as an advertising strategy is recurrently observed. On this premise, this qualitative study looked into the language used in Malay advertisements for beauty products available on Instagram, a social media application. The feminist stylistic framework (Mill, 1998) served as the foundation for the textual analysis approach used to examine 150 Instagram adverts for Malay beauty goods. The stylistic features in particular were evaluated based on Verdonk (2002)'s framework, with a focus on the use of language in depicting women and the role of the language in shaping the depiction. The results demonstrated that the stylistic features utilised in Malay beauty products advertisements contained characteristics that are stereotypically assigned to women. The extensive effect of patriarchy, stereotypes, and woman sexualisation as a marketing tactic is also evident in the seller's language use. This study aims to offer evidence-based justifications for changes to be made to the existing social media advertising practice, especially in terms of language appropriateness and ethics. Keywords: Feminist stylistics, Malay beauty products, advertising language, female representation, social media advertisement.
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网络广告中的女性代表:对Instagram美容产品广告的女性主义风格分析
广告是一种向目标受众介绍产品、品牌或服务的促销策略;目的是引起他们的注意,鼓励互动,最终吸引销售。广告包含目标群体现实中熟悉和存在的图片、文字和图形,除了经济收益外,它还极大地反映和影响了一个社区的社会文化结构和世界观。在通过社交媒体平台进行的广告操作中,经常观察到使用语言来操纵性别描述作为一种广告策略。在此前提下,本定性研究调查了社交媒体应用Instagram上的马来语美容产品广告中使用的语言。女权主义风格框架(Mill, 1998)是文本分析方法的基础,该方法用于研究150个马来西亚美容产品的Instagram广告。基于Verdonk(2002)的框架,对风格特征进行了特别评估,重点是描述女性时语言的使用以及语言在塑造描述中的作用。结果表明,马来美容产品广告中使用的风格特征包含了对女性的刻板印象。父权制、刻板印象和女性性化作为一种营销策略的广泛影响在卖家的语言使用中也很明显。本研究旨在为现有社交媒体广告实践的改变提供循证理由,特别是在语言适当性和道德方面。关键词:女性主义文体学,马来美妆产品,广告语言,女性代表,社交媒体广告
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来源期刊
CiteScore
1.50
自引率
40.00%
发文量
38
期刊介绍: All scholars are invited to submit manuscripts to Jurnal Komunikasi, Malaysian Journal of Communication. This journal provides a forum for empirical inquiries on human and mass communication and welcome conceptual, philosophical and theoretical essays or debates, book reviews and essay reviews directly contributing to communication or indirectly affecting it as a discipline. We suggest the following broad areas of research: -Communication and Policies -Globalization and Social Impact -Youth and Media Globalisation -Audience Analysis -Media, Democracy and Integration -Media Literacy and Media Education -Media and Development -Health Communication -Politics, Hegemony and the Media -ICT and Power -Gender and Sexuality in The Media -Social Media and Subcultures -Media, Popular Culture and Society -Media and Religion -Media and Identity -War, Conflict and Crisis Communication -Strategic Communication and Information Management
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