Visualization of women empowerment in MKS’ shoes advertisement: What makes us women (2021)

The MKS’ Shoes What Make Us Women advertisement expresses thoughts, feelings and stories by celebrating and creating all the unique stories of being a woman. Women’s empowerment is a perspective on women’s expression and self-freedom that is interesting to study more deeply. Women empowerment, in more detail, explains gender stereotypes from patriarchal pressures constructed by the general public about women’s weaknesses to become women’s strengths and empowerment. The research focuses on dynamic shots, visualization of expression and function of actors in MKS’ Shoes What Make Us Women advertisement. Dynamic shot is used as the leading theory and women empowerment as a supporting theory to analyze the visualization of the advertisement. The research subjects used MKS’ Shoes: What Make Us Women advertisements as a source of research information. The research object uses dynamic shots to support women’s empowerment. Dynamic shots create visualizations that can support and emphasize women’s empowerment. The expression of the mood, confidence, and courage of the four characters against the emerging female gender stereotypes can be free them to express themselves. Handheld shooting, dolly in, and dolly out are maximally applied to convey women’s empowerment and can maximize two obstacles. The statement "That’s what makes us women" stresses that such is the freedom of expression of a woman.