Femvertising concept in advertising: Semiological analysis of sports advertising through feminist point of view

Today, with the development of technology, there have been some changes in the women's battle. In addition to transferring the battle to the digital environment rather than street practices, many new fields of battle have been opened. Intervention in the cultural field has increased, and advertising has also been under strict inspection by women. In line with the needs, traditional sexist advertisements have been replaced by advertisements that portray a freer image for women. Now, the woman pictured at home with her children has been replaced by free, independent women in working life. The new understanding of advertising, which replaces gender stereotypes in advertising, is explained by the concept of femvertising by many sources. In this context, it is necessary to investigate this concept and examine advertising practices. In this study, a total of four commercials of Nike brand, three of which are on the internet and one on television, were analyzed semiotically in terms of the concept of femvertising. In the study, the feminist movement was examined in four periods, and accordingly, the changing advertising understanding was handled within the scope of these four periods. As a result, it is aimed to examine the role of the advertising contents created within the scope of femvertising in the construction of the new modern woman. Keywords: Femvertising, Gender, Advertising