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Multimodal Critical Discourse Analysis of the Evolution of Female Representation in Advertising

Year: 2025

Type: article

Abstract: This study examines the evolution of female representation in Chinese advertising, focusing on the shared characteristics of female images across different types of advertisements. Utilizing a multimodal discourse analysis framework, the study explores the distinctive features and transformations of female representation in Chinese advertisements. From a critical discourse perspective, it scrutinizes gender discrimination embedded in advertising discourse and seeks to eliminate bias and discrimination against women in advertising representations. Furthermore, the study investigates how the shaping of female images in advertising has evolved with the development of the internet, highlighting its role in promoting gender equality awareness within the advertising industry.

Source: International Journal of Education and Humanities

DOI: 10.54097/pqjhg281

Author: Rui Wang

Institution: Jilin University

Language: English

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

SDGs: Gender equality, Reduced inequalities

Open Access status: diamond

OpenAlex ID: W4409421037

FWCI:

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