Stereotypes in advertising are recognized as contributing to the perpetuation of inequalities. In response to this, femvertising-"advertising that employs pro-female talents, messages, and imagery to empower women and girls" (SheKnows, 2014)-is increasingly observed in the marketplace. Despite femvertising's prevalence, current research has failed to identify women's core understanding of it. The objectives of this research are to conceptualize femvertising from a consumer perspective, explore the nature of authentic femvertising, and differentiate it from femwashing. In-depth interviews were conducted with 17 women. The findings help uncover femvertising's complex meaning as perceived by consumers and distinguish it from femwashing.The results suggest that the concepts of femvertising and femwashing coexist in consumers' minds. Six dimensions of authentic femvertising are identified: transparency, consistency, identification, diversity, respect, and challenging stereotypes. This research contributes to the consumer research, advertising, and branding literature; encourages a broader societal reflection about gender stereotypes; and offers several managerial implications.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.