Understanding the Advent of “Femvertising” in Contemporary Indian Advertisements

Dr. Geetanjali Batra; Dr. Anamika Kadam; Ms. Niranjana Kundu

doi:https://doi.org/10.69711/sharda.ijmir.v13i2.2404

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Understanding the Advent of “Femvertising” in Contemporary Indian Advertisements

Geetanjali Batra, Anamika Kadam, Niranjana Kundu

https://doi.org/10.69711/sharda.ijmir.v13i2.2404

Published Online: January 21, 2025

Author Details ( * ) denotes Corresponding author

1. * Geetanjali Batra, Associate Professor, Atal Bihari Vajpayee School of Management and Entrepreneurship, Jawaharlal Nehru University , Haryana, Haryana, India (ms.geetanjali.batra@gmail.com)

2. Anamika Kadam, Associate Professor, Commerce, Atma Ram Sanatan Dharam College, University of Delhi, New Delhi , Delhi, India (jovialanamika@gmail.com)

3. Niranjana Kundu, Senior Marketing Executive, Systems Controls and Switchgears, Systems Controls and Switchgears, New Delhi , Delhi, India (niranjanakundu11@gmail.com)

There is an increasing presence of an advertising style that emphasizes the idea of women’s empowerment and revolves around pro-woman themes, messages, and imagery. This advertising style counters gender stereotyping and is popularly known as ‘Femvertising.’ This phenomenon results from growing activism for the representation of women in advertisements and rising awareness about feminism. This study aims to analyze the content of pro-women advertisements. For the study, eighty-seven commercial advertisements on diverse issues were viewed. Out of them, twenty-one advertisements portraying women in influential roles have been selected and analyzed. The results show a rising trend in pro-women advertisements, especially apparel, beauty, personal hygiene products, kitchen appliances, edible oil, etc.

Keywords

Femvertising; Advertising; Women empowerment; Gender; Stereotypes

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