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What is femvertising?

  • Management Dictionary
  • Marketing, Sales and Communication
1,5K views

Femvertising is a term for advertising that utilizes pro-female talent, messaging, and imagery to empower and uplift women and girls. It is a successful approach for brands to create a positive emotional connection with their consumers through a sense of pride and inspiration that drives deeper engagement and brand loyalty. When brands use pro-female messages for profit without a genuine commitment to gender equality and body inclusivity, femvertising risks being perceived as a form of opportunism. This lack of authenticity in advertising can lead to femwashing.

https://www.montpellier-bs.com/faculte-recherche/faculte-et-departements/annuaire-corps-professoral-de-a-a-z/dr-anastasia-cozarenco/

Keywords
  • advertising evolution, body inclusivity, feminism in marketing, Femvertising, femwashing, gender stereotypes, social Brand authenticity, women's empowerment

Author(s)

BAYARASSOU Oula
Professeure Assistante en Marketing
EM Normandie

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