Cultural Values and Femvertising in SK–II Advertisements

Abstract

In order to examine how feminism was portrayed in commercial advertising nowdays, this research examines the cultural values of contemporary popular commercial advertising. The study's focus is the global skin care brand SK–II. The research samples were chosen from 15 feminist-themed promotional videos that were featured in SK–II's commercial strategy from 2016 to 2022. By examining the subtitles of the brief movies, it was conceivable to examine how Femvertising was presented in the brand's marketing campaign from the standpoint of cultural value. The findings indicate that the research sample videos placed a lot of emphasis on creativity and empowering values. It is clear from the 15 films' advertising cultural values that some of these values match with those found in feminist advertisements, and they do demonstrate a positive outlook on the journey of life.