The Concept of Femvertising as an Innovative Advertising Appeal

Abstract

The concept of femvertising expresses an advertising understanding that highlights women's talents, focuses advertising themes on pro-women messages, and opposes stereotypes in advertisements featuring women. This concept has been developed in response to the increasing criticism and sensitivity about the sexist presentation of the female image in advertisements and is designed to emphasize the empowerment and/or strength of women. Although this advertising narrative, which involves challenging this situation instead of reproducing stereotypical representations of women, has become increasingly common. The concept of Femvertising, which has been discussed since 2014, expands its scope in advertising practices as an advertising attraction. This approach paves the way for the questioning and revaluation of social stereotypes against women, however itis criticized by various groups, mainly by feminists. The basis claim of these criticisms is that these advertisements contain a false defence of feminism. In this respect, femvertising advertisements continue the capitalist pressure on the female body through advertisements and expand the social roles and responsibilities of women by adding new ones. This study has discussed the concept of femvertising qualitatively with its practices. The study focuses on the advertisements of an international jewellery company that produces handmade jewellery with the case study technique. It aims to develop a new perspective on femvertising ads through content and ideology dimensions, and it is among the pioneering studies the literature. In addition, future research aiming to measure the effects of femvertising as an advertising appeal on consumer perception, brand image and purchase intention aims to be a guide.