Femvertising or femwashing? Women's perceptions of authenticity

Abstract

Stereotypes in advertising are recognized as contributing to the perpetuation of inequalities. In response to this, femvertising-"advertising that employs pro-female talents, messages, and imagery to empower women and girls" (SheKnows, 2014)-is increasingly observed in the marketplace. Despite femvertising's prevalence, current research has failed to identify women's core understanding of it. The objectives of this research are to conceptualize femvertising from a consumer perspective, explore the nature of authentic femvertising, and differentiate it from femwashing. In-depth interviews were conducted with 17 women. The findings help uncover femvertising's complex meaning as perceived by consumers and distinguish it from femwashing.The results suggest that the concepts of femvertising and femwashing coexist in consumers' minds. Six dimensions of authentic femvertising are identified: transparency, consistency, identification, diversity, respect, and challenging stereotypes. This research contributes to the consumer research, advertising, and branding literature; encourages a broader societal reflection about gender stereotypes; and offers several managerial implications.

Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature

“…Femvertizing is only authentic if it also shows customer identification (e.g. the existence of a connection between the ad and the self), shows respect for them and makes them feel included (Hainneville et al , 2022).…”

A fehérneműreklámokban megjelenő női diverzitás és szexualitás – Attitűdvizsgálat a Z generációs nők körében

“…Az interjú eredményei alapján, a szakirodalommal megegyezően (Hainneville et al, 2022), a nők számára egyre inkább fontos a nők diverz, sokszínű megjelenítése a reklámokban. A reklámokban megjelenő diverzitás kapcsán általánosságban az állapítható meg, hogy a Z generációs interjúalanyoknak pozitív az attitűdje a sokszínűség iránt, ugyanakkor e jelenség kapcsán is az egyensúlyt, valamint a hitelességet, relevanciát keresik.…”

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

“…Authenticity in the context of marketing can refer to products that are the original rather than a counterfeit (e.g., Newman & Bloom, 2012), but more often, researchers contend that authenticity is not objective, but is instead subjective and can thus be affected not only by marketing managers' strategic decisions but also by consumers' interpretations of these decisions and related cues. Authenticity resonates with consumers and thus researchers have explored authenticity in a variety of domains such as luxury wines (Beverland, 2006), theater (Aykol et al, 2017), Celtic products and experiences (McAuley & Pervan, 2014), environmental products (Ewing et al, 2012), reality television (Rose & Wood, 2005), extensions (Spiggle et al, 2012), human brands (Guèvremont, 2021; Moulard et al, 2015), advertising (Beverland et al, 2008), femvertising, (Hainneville et al, 2022), and scandals (Guèvremont & Grohmann, 2018), among others. Researchers also largely agree that just as a person's image or essence may convey authenticity or inauthenticity, managers can also convey brand authenticity or inauthenticity to consumers.…”