• Journal of Digital Convergence
• /
• v.18 no.7
• /
• pp.389-395
• /
• 2020

Female empowerment advertising campaigns are easily observed in the United States and European countries whereas it is rarely found in Korea. Thus, this study is designed to analyze female empowerment advertising campaigns so-called femvertising through a case analysis method. The case analysis is often employed in the field of advertising and other social sciences, especially is helpful in finding current trends. Study results found that themes of global femvertising campaigns could be categorized into 'redefining women's beauty', 'gender equality', 'education', and 'leadership'. The objective of these femvertising campaigns is to change perspectives of the society on women and change men's perspective. In terms of product category by global femvertising campaign companies, it varies from consumer goods, IT & electronics, automotive, finance, toy, non-profit organization to press. In general, femvertising targets women, but some femvertising campaigns also target men. This study also provides implications in regards with media usage strategy and advertising planning strategy.

• Journal of Digital Convergence
• /
• v.18 no.11
• /
• pp.501-513
• /
• 2020

Femvertising campaigns are more easily observed in oversea rather than in Korea. Most recently, not only global companies but local consumer goods companies launched several femvertising campaigns. However, no research was done on effects of femvertising in Korea. Thus, this study will explore Korean college students' understanding of, attitude toward, and effects of femvertising through focus group interviews. Study results found that college students have low level of understanding on the concept of femvertising. However, they are somewhat familiar with contents of femvertising. Femvertising is believed to have positive impacts on gender equality and female empowerment whereas there are growing concerns over commercializing feminism. Study participants, regardless of gender, suggest that femvertising could influence consumers' attitude toward advertising and brand, but they are skeptical of purchase intention. Lastly, female participants suggest that femvertising, compared to traditional advertising, will enhance attitude toward ads and brand, and even have a positive impact on feminism. However, male participants suggest that femvertising may exacerbate the gender conflict between males and females which is called as 'misandry' or 'misogyny'.