Communications in Humanities Research ISSN: 2753-7072
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Research Article

Expressions of Women’s Empowerment in L’Oréal China Advertisements: A Comparative Analysis of Image Ads and Product Ads

Wentao WuUniversity of International Relations*

* Corresponding author: [email protected]

Abstract

In recent years, the research on advertisements (ads) that promote women’s empowerment has focused on their commercial implications, consumerist characteristics, and the portrayal of women within them. Nevertheless, they tend to treat women’s empowerment ads as a monolithic entity, neglecting the differences in production purposes and ideological expressions between image and product ads. Taking L’Oréal’s iconic slogan “Because We’re Worth It”, which commemorates its 50th anniversary, as an entry point, the study selects the ten most popular image and product ads released by L’Oréal on major media platforms in China since 2021. In addition, through a comparative analysis based on content analysis, it explores how these two types of ads express feminist ideas in terms of textual content, core symbolic figures, and narrative structures. Focusing on the expression of feminism in L’Oréal China’s ads, the comparative analysis reveals the similarities and differences between image and product ads. The results indicate that image ads emphasize a culture of confidence and individualism, conveying the concept of women empowerment through emotional narratives, while product ads rely more on commodity feminism, linking consumer behavior to women’s confidence and capabilities. Based on these insights, it offers insights to refine L’Oréal’s advertising strategies.

Keywords: Comparative Analysis of Advertising; L’Oréal; Women’s Empowerment; Content Analysis
Published: December 19, 2024
DOI: 10.54254/2753-7064/2024.18823
Volume: CHR Vol.52
pp. 105-114
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