Magnifying Femvertising on Instagram : How Brands Sell Empowerment Through Emotive Words
In the current consumer society, advertising plays a vital role in influencing our opinions and attitudes towards certain products or services. Equally important is its role in amplifying societal awareness on various issues, ranging from global warming and health campaigns to the controversial dis...
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| Main Authors: | , |
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| Format: | Book Chapter |
| Language: | en |
| Published: |
UNIMAS Publisher
2023
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/43708/1/Magnifying%20Femvertising.pdf http://ir.unimas.my/id/eprint/43708/ |
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| Summary: | In the current consumer society, advertising plays a vital role in influencing our opinions and attitudes towards certain products or services. Equally important is its role in amplifying societal awareness on various issues,
ranging from global warming and health campaigns to the controversial discourse of social movements and activism. Social advertising has become one of the favourable media for entities such as advertising agencies, governments, and business organisations, as it serves as an effective means
to highlight their social responsibility while promoting their stance on specific social issues (Zayer et al., 2019). One of the movements that has gained popularity through social advertising is femvertising (Becker-Herby,
2016; Feng et al., 2019; Varghese & Kumar, 2022). |
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