ARTICLE: You Act like a Girl: An Examination of Consumer Perceptions of “Femvertising”

Alan Abitbol, Miglena Sternadori

Research output: Contribution to journalArticlepeer-review


The amount companies invest in social causes has grown extraordinarily in recent decades. One<br>social cause that has gained momentum with companies is “femvertising”—the celebration of<br>women empowerment through advertisements. Examples include Dove’s “real beauty” campaign<br>and the “like a girl” challenge by Always.<br>High levels of perceived company-cause fit are known to enhance consumer attitude. In the case<br>of femvertising, however, such a link is not always evident. Companies as diverse as Verizon,<br>Dodge, and Under Armour have released commercials encouraging women to acquire or proudly<br>display traditionally masculine traits, such as athleticism, ambition, decisiveness, and courage.<br>Most femvertising campaigns also reference feminine traits, including a focus on appearance and<br>nurturing and the construction of the ideal androgynous woman: pretty, yet strong; decisive, yet<br>gentle. While androgynous-woman scripts have been used in advertising as early as t
Original languageEnglish
Pages (from-to)117-138
JournalQuarterly Review of Business Disciplines
StatePublished - Aug 2016


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