Gender Symbols and the Reproduction of Stereotypes in Feminist Advertising

Abstract

This study investigates feminist advertising issues in the context of rising female consciousness, conducting a detailed analysis of their characteristics from a semiotic perspective. Through case studies of commercial advertisements from brands like Dove and Nike, we propose strategic recommendations based on research findings. Grounded in symbolic consumption theory, the study explores how commercial advertisements reconstruct feminist symbolism through approaches such as "authentic beauty" and "sports empowerment." The findings reveal that while these advertisements ostensibly promote diversity and inclusion, they essentially reduce feminism to consumable symbols. They subtly influence female consumers 'aesthetic perceptions, fostering new aesthetic norms and consumption expectations. This process traps women in commercial appropriation and value shifts, diluting consumer agency. The research provides valuable insights for understanding gender representation and symbolic forms in commercial advertising, offering references for optimizing advertisements design. This study provides theoretical references and strategic suggestions for how advertising practices can truly respond to feminist demands. Future research can further focus on consumers' interpretation and resistance to symbolic feminist advertisements, as well as the differences in acceptance effects caused by symbolic differences in cross-cultural contexts.