Disciplines for Female in Bra Advertisements of China Brands

This article selects two representative bra brands in China- Cosmo Lady and Neiwai. The case study method is used to comparatively analyze advertising content in the form of pictures and videos posted by the two brands on the social media platform Weibo. The respective changes were researched from the longitudinal comparison point of view, while the similarities and dissimilarities, in terms of promotional methods, theme expression, and so forth, between the two brands were compared. The results of the analysis above are separated into three sections in the article, which are the focus on the promotion of product design, female images presented by amateur or unknown models, and celebrities selected by brands. It is found that both brands consciously incorporate feminism into their advertisement. In general, the awakening of body and self-awareness conveyed by Neiwai conforms to the essence of feminism more than Cosmo Lady. However, the discipline towards women has become even more subtle, hidden in the logic and semiotics meanings of the subtext. Furthermore, driven by economic interests, consumerism in bra advertisements simplifies and distorts feminism gradually.