SENTIMENT ANALYSIS OF FEMVERTISING ON INSTAGRAM: A FOCUS ON EMOTIVE WORDS

This study was carried out to analyse the sentiment of social advertisement specifically femvertising advertisements by focusing on the linguistic aspect of the advertisement particularly emotive words. The platform used in this research is Instagram and a total 150 Instagram captions containing female empowerment messages were analysed. The research employs a qualitative research method via content analysis. The emotive words totalling 720 emotive words in the data are extracted to create a list of emotive words used in the advertisement. The data also undergoes sentiment analysis to determine the sentiment of the femvertising advertisement as well as the sentiment of emotive words. The findings show that positive emotive words are used more frequently in femvertising advertisements. Furthermore, the emotive words used and its sentiments affect the overall sentiment of femvertising advertisement