A Multimodal Study of Women's Lingerie Advertisements on Xiaohongshu: From a Feminist Perspective
Abstract
Currently, domestic women's lingerie advertising is trending toward diversification, as evidenced not only by the richness of brands and designs but also by the diversity of the text, imagery, settings, and underlying values conveyed in these advertisements. With the rise of women's consciousness and feminism in recent years, some brands have begun to frame their advertising narratives from a female perspective. Based on the current state of women's lingerie advertising in China, this study focuses on women's lingerie advertisements. Using a multimodal approach that combines qualitative and quantitative research methods, it examines the values and feminist discourses presented in women's lingerie advertisements on Xiaohongshu and reaches the following conclusions: there is a certain degree of contradiction in the values conveyed by the text and imagery in lingerie advertisements; celebrity endorsements boost popularity but divert attention from the product to the celebrity; and contemporary women's perceptions of the body, consumption, and attitudes toward feminism are complex.
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