3.5Analysis
After exploring femvertising and empowertising marketing techniques used to sell products to women it is evident that these marketing techniques are still not creating a positive influence towards feminism. With feminist slogan t-shirts empowering some females but exploiting others, this form of empowertising contradicts itself and leaves many individuals particularly millennials who it targets, with no knowledge of feminism. The t-shirts unify women but make the aim of feminism and what it is unclear.
Femvertising particularly through the“ this girl can” campaign has created a positive effect on women and has not only encouraged women to get exercising but has attempted to abolish the negative stereotype that comes with women and exercising. As many women commented on the fact they feared what they looked like when exercising. However, this campaign did not directly sell a product or a service so cannot be directly applied to all femveritisng marketing material.
When looking to the future of how femvertising and empowertising will affect fourth-wave feminism in particular to millennials, it is clear that there needs to be a change in the way brands market to females. With recent events such as the Westminster sexual assaults, Harvey Weinstein sexual assaults, the gender pay gap and poor advertising there may be a further call for feminism to protect females from these current day issues. Therefore, creating the fourth-wave movement. In this movement, we could see a push to address these issues and a further drive to achieve complete equality to men. In particular, through social media. As addressed previously marketing online and through mobiles is on the rise and therefore the coverage of feminism especially through millennials could see a shift onto online activism.
Fig 34