An Analysis of Female Identity Construction in English Advertisements

DOI

10.2991/assehr.k.200207.056How to use a DOI?

Keywords

female identity, construction, English advertisements

Abstract

Advertisement has become an important medium for commercial promotion. The construction of female identity in advertisement has been a controversial topic among scholars at home and abroad. The discrimination in advertisements shows problems in the construction of female identity in advertisements. Although a number of studies have examined female identity and identity construction mainly in literary works, films and television, they receive little attention in the field of English advertisements. This paper analyzes problems and reasons for the construction of female identity in English advertisements, and discuss how to construct female identity from three aspects of the relationship between discourse and identity, the relationship between power and identity and self-identity consciousness. This study can raise awareness of the problem of gender discrimination in advertisements today, as well as women’s status in society and equality in gender relations. This study mainly focuses on the register of English advertisements and conducts case studies, and explores how to construct the female identity in the advertisements.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xin Chen
AU  - Ying-Ling Liu
PY  - 2020
DA  - 2020/02/17
TI  - An Analysis of Female Identity Construction in English Advertisements
BT  - Proceedings of the International Academic Conference on Frontiers in Social Sciences and Management Innovation (IAFSM 2019)
PB  - Atlantis Press
SP  - 361
EP  - 364
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200207.056
DO  - 10.2991/assehr.k.200207.056
ID  - Chen2020
ER  -