Empowerment in Advertising: The Rise of Femvertising in Social Media

Abstract

This paper explores the multifaceted relationship between femvertising and social media, examining how advertising strategies aimed at empowering women have evolved in the digital age. Femvertising combines feminist ideals with marketing practices, seeking to challenge traditional gender stereotypes and promote inclusivity and representation. Through an analysis of notable campaigns such as Dove’s “Real Beauty” and Always’ “#LikeAGirl,” the paper highlights the role of influential brands and marketing teams in reshaping societal perceptions of gender roles. It investigates the impact of technological advancements, particularly social media platforms, on the reach and engagement of femvertising campaigns. Additionally, the paper discusses the cultural implications and significance of femvertising, including the positive and negative representations of women in advertising, as well as the challenges brands face related to authenticity and backlash. By considering the future prospects of femvertising in an ever-changing social landscape, this study underscores its potential to drive both meaningful social change and brand success, thereby contributing to ongoing conversations about gender equality in marketing and beyond.