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