femvertising

English

Etymology

Blend of feminism +‎ advertising

Noun

femvertising (uncountable)

  1. The use of feminist messages to advertise products to women.
    • 2016, Joseph Quinlan, Jackie VanderBrug, Gender Lens Investing:
      SheKnows Media, a digital marketing company, put out a survey in 2014 to find out precisely how women felt about femvertising ads.
    • 2019, José Antonio Muñiz Velázquez, Cristina M. Pulido, The Routledge Handbook of Positive Communication:
      The wave of femvertising has only served to intensify since the launch of #IWILLWHATIWANT, with recent campaigns by Audi, H&M, Brawny, and even Barbie all attempting to capitalize on the femvertising trend.
    • 2019 March 8, “How 'femvertising' edged out feminism - 'Two separate women’s movements which have always been in conflict'”, in The Independent:
      Is International Women's Day today little more than an excuse for 'femvertising' as brands co-opt messages of equality and empowerment as means by which to flog us stuff?
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