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What is femvertising?

  • Management Dictionary
  • Marketing, Sales and Communication

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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.theguardian.com/business/2018/mar/08/mcdonalds-sign-international-womens-day

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

Auteur.e(s)

BAYARASSOU Oula
Professeure Assistante en Marketing
EM Normandie

Institution(s)

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