Femvertising as a novel form of advertising: A semiotic analysis of femvertising ads

Femvertising advertisements are becoming increasingly noticeable to customers, as well as to marketers and women. Because of the increase in the number of individuals seeing these ads, brands are receptive to this consumer interest. In other words, Femvertising advertisements provide an excellent opportunity for brands to enrich and customize their customer images while increasing contact with them. This sort of advertising also promotes equality and leads brands to take social responsibility empowering them in marketing and sales. Despite this, research on the subject is highly scarce. This study aims to investigate the impact of attitudes regarding gender representation in genderstereotypical commercials that empower women by analyzing Femvertising advertisements of 10 different brands with the semiotic analysis method.