Exploring the Relationship Between Women’s Empowerment and the Diversity and Positive Representation of Female Images in Fashion Advertising

Abstract

This paper investigates the relationship between women’s empowerment and the diversity and positive representation of female images in fashion advertising. Using a qualitative content analysis approach, the study examines a selection of fashion advertisements from various magazines and online platforms over the past two years. The analysis focuses on the portrayal of women in terms of diversity, body positivity, and empowerment. The findings reveal a gradual increase in the diversity and positive representation of female images, with more advertisements showcasing a broader range of body types, ethnicities, and ages. There is also a notable trend towards portraying women in more empowered and active roles. However, persistent gaps remain, with limited representation of certain groups, such as older women and plus-size individuals, and some advertisements continue to perpetuate unrealistic beauty standards and objectification. The paper concludes with recommendations for the fashion industry to further promote diversity and positive representation as a means to empower women. Future research should explore the long-term effects of exposure to diverse and empowering representations on women’s self-perception and societal roles.