From Empowerment to Controversy: Understanding the Duality of Femvertising

Description

Page: 471-479

Abheeti and Babita Kumar (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

This paper explores the evolving landscape of gender representation in advertising, focusing specifically on the rise and impact of femvertising. Historically, advertisements have perpetuated gender stereotypes, often portraying women in subordinate, domestic, or sexualized roles. This trend has been challenged by feminist movements that advocate for equal representation. Femvertising, a concept made popular in 2014, seeks to empower women by presenting pro-female messages; it deviates from standard depictions by highlighting women in diverse, realistic, and empowered roles. Through an examination of historical perspectives on gender representation, the evolution of feminist thought, and the principles of effective femvertising, this paper aims to understand the impact of femvertising on consumer attitudes and behaviours. This study provides deeper insights into the factors shaping consumer attitudes towards femvertising, such as age, emotional needs, brand relations, education, and ad style. It also examines how these attitudes transform into consumer behaviour, influencing the individual’s purchase intention, ad forwarding intention, and brand perception. This paper highlights and acknowledges the potential drawbacks associated with femvertising. By understanding these dynamics, marketers can better design campaigns that resonate with audiences and contribute to social progress.