Business administration & management
videos & podcasts
Facebook X-twitter Linkedin Youtube Instagram
Toutes les videos

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.

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)

Vidéos de la même institution

The existing literature on the legitimacy of daughters in the succession process of family businesses tends to separate the analysis between, on the one hand, the role of successor daughters...
voir
03:54

From Daughter to Successor: Building Legitimacy in the Family Business

GHAMGUI Nizar - IPAG Business School
  • Research
Gendered marketing involves segmenting the market and tailoring products, services, and communications according to gender, often based on stereotypes or perceived differences. Historically, it has boosted sales by targeting men...
voir
02:36

What is gendered marketing?

TRELOHAN Magali - IPAG Business School
  • Management Dictionary
Social marketing is an approach that leverages marketing techniques to encourage behaviors that have a positive impact on society. Unlike traditional marketing, which primarily aims to maximize sales, social marketing...
voir
02:40

What is social marketing?

TRELOHAN Magali - IPAG Business School
  • Management Dictionary

Vidéos de la même thématique

Can meditation really shape our buying habits? ESCP Business School Professor and Behavioural Scientist Ben Voyer explores the link between mindfulness and consumer behaviour. Discover why consumers love choice—but hate...
voir
00:00

Can Mindfulness Change the Way We Shop? Behavioural Science Insights

VOYER Benjamin - ESCP Business School
  • Tendances
This research shows that innovation depends on firms’ ability to leverage external knowledge. It examines how open innovation, crowdsourcing, and external collaborations can be effectively organized. The findings highlight the...
voir
03:51

The Innovation Formula: Market Orientation plus Managing External Knowledge

OBEROI Poonam - Excelia Business School
  • Research
Loneliness is a widespread concern among older adults, profoundly affecting their well-being. Social robots—designed to engage in social interactions and form emotional connections—are increasingly perceived as social actors in human-robot...
voir
03:33

How Social Robots Mitigate Emotional and Social Loneliness

  • Research
Marketing, Sales and Communication

S'abonner aux vidéos FNEGE MEDIAS

Youtube
This site is registered on wpml.org as a development site. Switch to a production site key to remove this banner.