Empowerment through femvertising-Evidence and fem contribution inmarketing, and society.

Femvertising is a term used to describe advertising that employs and utilizes pro-female talent and imagery to empower women and girls. Femvertising is an effective tool that the advertising industry can use to promote empowerment and positively portray women. Thus, the main goal of femvertising is to cultivate conscious thinking that steers clear of discrimination and gender stereotypes.

Furthermore, femvertising has the potential to boost a brand’s financial performance and generate positive responses from its female target market. The other main component of femvertising, besides female empowerment, is the avoidance of gender stereotypes. Gender stereotypes can often simplify interactions; consequently, they don’t necessarily have a detrimental impact on people or society.

In the case of femvertising, its impact on the individual and society is based on its empowering element and its avoidance of stereotypes. The term “empowerment” has been applied to a variety of politicized issues, including social movements, such as gender initiatives. In society at large, the importance of different aspects of female empowerment includes decision-making, control over her income, freedom of mobility, and self-esteem.

Although individual empowerment is important, there should also be a collaborative process at the collective level. Through societal transformation, individual freedom should assist others in achieving their own liberation. Beyond that, female empowerment is “the authority to exercise one’s free will and decision-making, especially concerning marriage, education, work, and life of children and family.” In line with this, feminist movements have fought for female empowerment, rights, and roles in society, as well as the end of social marginalization of women (Maclaran, 2015), which is now reflected and advocated by femvertising.

In fact, the progressive tendency of more and more women to acquire higher education, their growing participation in the workforce, and their aspirations for top executive positions traditionally held by men ushered in significant changes. Promoting women’s empowerment is a societal obligation. According to Shields (2021), it is a complex and wide-ranging process that includes the development of an internal sense of self, the ability to act on this self-perception, and a strong focus on connectivity.

The way women are portrayed in advertising has a big influence on how society views them, especially how men view them and what they expect regarding their appearance. Any social engagement must include some form of advertisement in the marketing concept. Marketers employ this as an effective strategy to influence consumer behaviors.

References

1. Török, A., Gomez-Borquez, C. L., Centeno-Velázquez, E., & Malota, E. (2025). Empowerment through femvertising—Evidence from Mexico and Hungary. Feminist Media Studies, 25(1), 87-104. https://doi.org/10.1080/14680777.2023.2268854