| Issue |
SHS Web of Conf.
Volume 178, 2023
3rd International Conference on Public Relations and Social Sciences (ICPRSS 2023)
|
|
|---|---|---|
| Article Number | 02015 | |
| Number of page(s) | 4 | |
| Section | Legal Regulation and Media Communication Research | |
| DOI | https://doi.org/10.1051/shsconf/202317802015 | |
| Published online | 23 October 2023 | |
Analysis of the breakthrough of gender equality advertisement on gender stereotypes – Take PROYA’s 2021 advertisement film “It’s gender, not border” as an example
Wuhan institute of technology, Wuhan, Hubei, China
* Corresponding author: wit_ly296@163.com
This paper adopts text analysis to interpret gender equality advertisements, and selects PROYA 2021 “It’s gender，not border” advertisement film as a research case to analyze its breakthrough in gender stereotypes. From the perspective of advertisement creation, the breakthrough of gender stereotypes in this advertisement film can be clearly divided into three stages including insight, questioning and denial, which presents, criticizes and breakthroughs the gender stereotypes layer by layer, which provides the significance of creating advertisements from women’s perspectives on the practical level.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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