FEMALE EMPOWERMENT ADVERTISING
SCIENTIFIC MASTER THESIS
This thesis was designed according to the guidelines of scientific work. Nevertheless, the content should also be reflected in the layout on a visual level. Colour and writing are used as accents in a restrained and minimalist manner, but also to fill space and in a surface covering manner. Although the content is in the foreground, the deliberately used design element function as an optical reference to the theme.
Bold letters, blasting given space, stand for the strengths and power of the female empowerment, overcoming borders and neither obeying the rules of society nor the given place.
Pink, as a traditionally female associated colour, is used here ironically. It refers to the absurdity of social gender concepts and at the same time forms a visual reference to the often used marketing practice of pinkwashing and false feminism.
