Fatin Izzati, Mohd Izam and Chuah, Kee Man (2023) Magnifying Femvertising on Instagram : How Brands Sell Empowerment Through Emotive Words. In: Advertising language : Secrets of persuasion. UNIMAS Publisher, Kota Samarahan, Sarawak, pp. 25-44. ISBN 9789670054438
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Abstract
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).
| Item Type: | Book Chapter |
|---|---|
| Uncontrolled Keywords: | vital role, social movements, activism, femvertising, social media. |
| Subjects: | P Language and Literature > P Philology. Linguistics P Language and Literature > PN Literature (General) |
| Divisions: | Academic Faculties, Institutes and Centres > Faculty of Education, Language and Communication |
| Depositing User: | Gani |
| Date Deposited: | 15 Dec 2023 01:20 |
| Last Modified: | 15 Dec 2023 01:20 |
| URI: | http://ir.unimas.my/id/eprint/43708 |
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