Feminist Elements in Femvertising Perceived as Dishonest

DOI

10.2991/978-94-6463-868-4_40How to use a DOI?

Keywords

Brand Responsibility; Feminist Advertising; Empowerment; Equality; Stereotypes

Abstract

Femvertising is an advertising strategy that challenges traditional stereotypes that reflect women as a secondary subject and arises from the need for brands to connect with a female audience exposed to cultural changes. Feminist advertising is composed of five elements: intersectionality, empowerment, questioning stereotypes, sexualization of the body and the perfect female image. This study aims to identify which feminist elements in #IgualDa femvertising would be perceived as dishonest by ProLife women that could affect BCP. A qualitative approach research with phenomenological design was conducted. Fifteen pro-life women from 18 to 37 residents in different cities of Peru were interviewed. As a result, the elements perceived as dishonest are: intersectionality, empowerment, questioning of stereotypes and perfect feminine image.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Gianella Mantilla-Caro
AU  - Eliana Gallardo-Echenique
PY  - 2025
DA  - 2025/10/22
TI  - Feminist Elements in Femvertising Perceived as Dishonest
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 437
EP  - 447
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_40
DO  - 10.2991/978-94-6463-868-4_40
ID  - Mantilla-Caro2025
ER  -