Abstract

This study examines how visual rhetoric is employed in social media advertising, with a specific emphasis on how women are portrayed in posts, especially about body positivity and gender empowerment. By looking at the advertising tactics of brands like Nike, Dior, and Aerie, the study shows how these companies are changing social norms by encouraging inclusivity, diversity, and honesty. Through visual rhetoric, this study examines Instagram posts from important occasions including the 2024 Olympics, New Year's, and October 2024 to determine how these brands promote self-acceptance and defy traditional beauty standards. The results imply that these posts promote a more inclusive portrayal of women as they progressively accept a range of body shapes and unconventional gender roles. This transformation could affect how consumers view themselves while reflecting broader cultural shifts in how people view identity and beauty. By examining these visual tactics, the study advances knowledge of how social media posts influence contemporary cultural norms and redefine ideals of beauty.

Advisor

Hernandez, Nicolas

Department

Communication Studies

Keywords

Visual rhetoric, social media advertising, body positivity, gender empowerment, inclusivity, and diversity.

Publication Date

2025

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2025 Isabella Marie McCloskey