Analysis of the breakthrough of gender equality advertisement on gender stereotypes – Take PROYA’s 2021 advertisement film “It’s gender, not border” as an example

Abstract

This paper adopts text analysis to interpret gender equality advertisements, and selects PROYA 2021 “It’s gender，not border” advertisement film as a research case to analyze its breakthrough in gender stereotypes. From the perspective of advertisement creation, the breakthrough of gender stereotypes in this advertisement film can be clearly divided into three stages including insight, questioning and denial, which presents, criticizes and breakthroughs the gender stereotypes layer by layer, which provides the significance of creating advertisements from women’s perspectives on the practical level.