Femvertising: State of the art

Abstract

This paper aims to enhance consumer brand managers‘ understanding of the growing practice of femvertising, discussing factors that have contributed to its rise, how it differs from traditional portrayals of women and girls in advertising, potential benefits and criticisms of this advertising approach, and a list of ten themes that brands have recently used in femvertising. To femvertise effectively, marketers are recommended to build pro-female messages on their brand purpose and research insight, depict realistic images and lifestyles of women and girls, transcend gender divisions in representing females’ expanding roles and aspirations, and be authentic in practising what they preach in femvertising.