Femvertising: Advertising taking social responsibility to sell brands

Nikki Mamuric

Journal of Brand Strategy, 2019, vol. 7, issue 4, 318-325

Abstract: Brands have taken notice of the age of #MeToo, by producing thoughtful advertising aimed at empowering women — Femvertising is winning over both marketers and females. This paper looks at femvertising as it reflects a renewed interest in women’s rights and role in society and what that means for brands and marketers. More than ever, women are seeking esteem from marketers showcasing real women to sell brands. Femvertising is also a champion of equality, leading the way for brands to take societal accountability in marketing to not only sell but also empower.

Keywords: Femvertising; #MeToo; social media; social responsibility; socially responsible; body positivity; marketing; branding; brands; business; women; empowerment; culture (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:7:i:4:p:318-325

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