FEMVERTISING: Empoderamento para quais meninas e mulheres?

Abstract

This present study analyzed advertising campaigns awarded in the femvertising category. The general objective was to understand the congruences and inconsistencies of this type of campaign with the women's empowerment agenda, considering the way girls and women are portrayed. Studies on gender in the post structuralist perspective and studies on empowerment were addressed through an intersectional perspective. Thus, ten campaigns were investigated through critical content analysis. After the analyzes, it was found that the campaigns have some positive points concerning the deconstruction of stereotypes linked to rationality, emotional state, physical strength, and places occupied by women. Also, the campaigns do not promote the sexual objectification of female bodies. However, many incongruity points were present, such as the lack of representativeness, reinforcement of femininity norms, and the emptying of the concept of empowerment. These inconsistencies found can be understood as barriers to female empowerment.