Femvertising Strategies in Contemporary Advertising: an Analysis of the Commodification of Feminism and Its Impact on Gender Representation in Mass Media

Abstract

This study explores the use of femvertising as a contemporary advertising strategy, focusing on the commodification of feminism and its impact on gender representation in mass media. By employing qualitative research with critical discourse analysis (CDA), the study examines campaigns such as Like a Girl by Always and Real Beauty by Dove. The findings reveal that while femvertising promotes narratives of empowerment by portraying women as strong and independent, these narratives often remain superficial, constrained by capitalist logic emphasizing individualism and hegemonic aesthetics. The study also highlights the limited inclusivity of gender representation, where campaigns predominantly prioritize women conforming to Western beauty standards. Moreover, the commodification of feminism reduces its essence to a marketing tool, overshadowing its potential as a social transformation movement. Although femvertising has raised awareness about gender equality, its effectiveness as an agent of change depends on transcending commodification and fostering inclusive, substantial empowerment narratives. The study underscores the importance of critically examining media’s role in shaping gender representations to ensure equitable and transformative outcomes.