I’m busy as hell at work these days but I wanted to post a few bits and pieces I’ve been reading about advertising recently. The piece below describes some recent changes to advertising that present an interesting but conflicting outcome. Ads that empower rather than objectify women are popular among women (for obvious reasons) and are welcome for that. Their ultimate achievement, however, is that they also work - they sell the products they’re advertising. Empowering ads that fuel the very capitalist patriarchy that oppresses women to begin with might be that there #irony. See also: #cynicism.

By on HuffPo:

Ads that inspire and empower women may actually be making a difference, both to the way women feel about themselves and companies’ bottom lines.

At an Oct. 2 AdWeek 2014 panel dedicated to “femvertising” – defined by moderator Samantha Skey, Chief Revenue Officer of SheKnows, as pro-female messaging within advertising – experts discussed the rise of “femvertising” and how it has shaped brands’ approaches to female consumers.

Ads that celebrate women and girls rather than objectify them have become wildly popular. Verizon showed viewers what can happen if you focus too much on a girl’s appearance at the expense of her interests. An ad for Under Armour’s new “I Will What I Want” campaign celebrates the determination and accomplishments of ballerina Misty Copeland, who was told she had the “wrong body” for ballet. Dove’s “Real Beauty Sketches” told women they’re more beautiful than they think. And Always’ #LikeAGirl ad showed the damaging stereotypes associated with being female – and what young girls think before they’re taught that being a girl is inferior. Each of these ads has millions of views on YouTube.

Rest: HuffPo.


p class="wordpresspost">(Orig. posted on feimineach.com)

'Femvertising' ads: empowering women (and making money for brands)