¿Qué sabemos de la femvertising? Una revisión sistemática de la literatura
DOI:
https://doi.org/10.7764/cdi.56.61527Palabras clave:
femvertising; feminismo; publicidad; propósito; marca; estereotipos de género; empoderamiento de la mujerResumen
El artículo presenta una revisión sistemática de la literatura sobre la femvertising, esto es, la tendencia publicitaria que busca empoderar a la mujer y desafía a los estereotipos de género. Esta tendencia surge como respuesta a la demanda de la sociedad de que las marcas vinculen su propósito con la igualdad de género y diseñen comunicaciones persuasivas con las que las mujeres se sientan identificadas. El objetivo es desarrollar una revisión crítica de la literatura académica que sirva como base sólida para conocer las principales aproximaciones teóricas, temas recurrentes y debates sobre femvertising a partir del análisis de una selección final de 47 artículos científicos obtenidos principalmente de la explotación de las bases de datos Web of Science y Scopus en el periodo 1960-2021. Entre los temas más recurrentes en femvertising, el artículo destaca la interseccionalidad, el deporte, la sexualidad femenina y las dimensiones de poder y muestra cómo, a medida que proliferan los anuncios de esta tendencia publicitaria, se abren nuevos debates sobre su autenticidad, su implicación con el feminismo, el impacto emocional que provoca y su relación con la responsabilidad social corporativa (RSC). Las autoras destacan la relevancia actual de la femvertising y acaban recomendando su uso, pese a su carácter ambivalente y comercial, como herramienta para contribuir a la erradicación de los estereotipos de género tradicionales y a la construcción de una mirada crítica en las personas consumidoras.
Descargas
Citas
Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology and Marketing, 34(8), 795–806. https://doi.org/10.1002/mar.21023
Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63–93. https://doi.org/10.1108/EJM-02-2019-0125
Baxter, A. (2015). Faux Activism in Recent Female-Empowering Advertising. The Elon Journal of Undergraduate Research in Communications, 6(1), 48–58. http://www.inquiriesjournal.com/a?id=1133
Becker-Herby, E. (2016). The Rise of Femvertising: Authentically Reaching Female Consumers. (Master’s thesis, University of Minnesota). https://hdl.handle.net/11299/181494
Booth, A., Sutton, A., & Papaioannou, D. (2012). Systematic Approaches to a Successful Literature Review. SAGE.
Boté, J.-J. (2019). Lack of standards in evaluating YouTube health videos. Revista Cubana de Información En Ciencias de La Salud, 30(2), e1357. http://www.acimed.sld.cu/index.php/acimed/article/view/1357
Boté-Vericad, Juan-José. (2022). Integrating mixed methods to analyse information behaviour in the use of educational videos in higher education (Doctoral dissertation, Universität Hildesheim). https://doi.org/10.25528/141
Brohm, J.-M. (1993). 20 tesis sobre el deporte (20 thesis on sport). In J. I, Barbero (Ed.), Materiales de sociología del deporte (Sociology of sport materials) (pp. 47–56). Ediciones de La Piqueta. Campaigns of the world. (2020, January 11). Nike Dream Crazier I #JustDo It (video). https://www.youtube.com/watch?v=zWfX5jeF6k4
ComunidadMujer. (2016, July 18). Inspire Her Mind – Verizon (video). https://www.youtube.com/watch?v=QZ6XQfthvGY
Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How brand-cause fit shapes real world advertising messages: a qualitative exploration of ‘femvertising’. International Journal of Advertising, 38(8), 1240–1263. https://doi.org/10.1080/02650487.2019.1615294
Crenshaw, K. W. (1991). Mapping the Margins: Intersectionality, Identity Politics, and Violence against Women of Color. Stanford Law Review, 43(6), 1241–1299. https://doi.org/10.2307/1229039
Dávila Loaiza, A. (2020). Percepción de expertos en publicidad acerca de la estrategia de Budweiser en el fútbol femenino (Advertising experts’ perception of Budweiser’s strategy in women's soccer) (Undergraduate thesis, Universidad Peruana de Ciencias Aplicadas). http://hdl.handle.net/10757/659761
Delhaye, C. (2006). The Development of Consumption Culture and the Individualization of Female Identity: Fashion Discourse in the Netherlands 1880-1920. Journal of Consumer Culture, 6(1), 87–115. https://doi.org/10.1177/1469540506060866
Descouens, M. & Gerbault, V. (2021). Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? A Mono-Method Qualitative Study (Master’s thesis, Umeå University). https://umu.diva-portal.org/smash/get/diva2:1572017/FULLTEXT01.pdf
Dove US. (2013, April 14). Dove Real Beauty Sketches I You’re more beautiful than you think (video). https://www.youtube.com/watch?v=XpaOjMXyJGk
Dove US. (2023, April 12). Cost of Beauty: A Dove Film I Dove Self-Esteem Project (video). https://www.youtube.com/watch?v=2ngESNoacxM&t=122s
Drake, V. E. (2017). The Impact of Female Empowerment in Advertising (Femvertising). Journal of Research in Marketing, 7(3), 593–599. https://techmindresearch.org/index.php/jorm/ article/view/718
Duan, X. (2020). “The Big Women”: A textual analysis of Chinese viewers' perception toward femvertising vlogs. Global Media and China, 5(3), 228-246. https://doi.org/10.1177/2059436420934194
Espinar-Ruiz, E. & González-Díaz, C. (2012). Gender portrayals in food commercials: A content analysis of Spanish television advertisements. Observatorio, 6(4), 109–126. https://obs.obercom.pt/index.php/obs/article/view/586
Espinoza Bustamante, A. (2020). La influencia de la femvertising en la actitud hacia la marca Scotiabank desde la perspectiva masculina (The influence of femvertising on attitudes towards the Scotiabank brand from the male perspective) (Undergraduate thesis, Universidad Peruana de Ciencias Aplicadas). http://hdl.handle.net/10757/655965
Fajula, A., Barbeito, M., Barrio, E., Enrique, A. M., & Perona, J. J. (2021). Feminist Stereotypes and Women 's Roles in Spanish Radio Ads. Media and Communication, 9(2), 39–51. https://doi.org/10.17645/mac.v9i2.3762
Feng, Y., Chen, H., & He, L. (2019). Consumer Responses to Femvertising: A Data-Mining Case of Dove’s “Campaign for Real Beauty” on YouTube. Journal of Advertising, 48(3), 292–301. https://doi.org/10.1080/00913367.2019.1602858
Ford, J. B. & LaTour, M. S. (1993). Differing reactions to female role portrayals in advertising. Journal of Advertising Research, 33(5), 43–52. https://psycnet.apa.org/record/1994-11852-001
Gill, R. (2007). Gender and the Media. Polity Press.
Goldman, R., Heath, D., & Smith, S. L. (1991). Commodity feminism. Critical Studies in Mass Communication, 8(3), 333–351. https://doi.org/10.1080/15295039109366801
Grant, M. J. & Booth, A. (2009). A typology of reviews: An analysis of 14 review types and associated methodologies: A typology of reviews. Health Information & Libraries Journal, 26(2), 91–108. https://doi.org/10.1111/j.1471-1842.2009.00848.x
Grau, S. L. & Zotos, Y. C. (2016). Gender Stereotypes in advertising: a review of current research. International Journal of Advertising. The Review of Marketing Communications, 35(5), 761–770. https://doi.org/10.1080/02650487.2016.1203556
Hearn, J. & Hein, W. (2015). Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities. Journal of Marketing Management, 31(15–16), 1626–1651. https://doi.org/10.1080/0267257X.2015.1068835
HelloFlo. (2014). First Moon Party (video). https://www.youtube.com/watch?v=NEcZmT0fiNM
Hernández, S. (2021). La femvertising como estrategia de comunicación publicitaria: impacto de los spots femvertising en la intención de compra y la reactancia psicológica de las consumidoras mexicanas (Femvertising as an advertising communication strategy: the impact of femvertising spots on the purchase intention and psychological reactance of Mexican female consumers) (Doctoral dissertation, Universitat Autònoma de Barcelona). https://hdl.handle.net/10803/675130
Hsu, C.-K. (2018). Femvertising: State of the art. Journal of Brand Strategy, 7(1), 28–47.
Ince Yenilmez, M. & Huyugüzel Kisla, G. S. (Eds.). (2021). The Economics of Gender Equality in the Labour Market. Routledge. https://doi.org/10.4324/9781003141655
IPMARK. (2016, May 12). Deliciosa Calma-Campofrío (Delightful Calm-Campofrío) (video). https://www.youtube.com/watch?v=aZSSiYvgxsU
Kaikusinlactosa. (2015, January 21). #DaElPaso con Kaiku Sin Lactosa (#Make the first move with lactose-free Kaiku) (video). https://www.youtube.com/watch?v=ZJmV4LTsTS4
Kapoor, D. & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137–157. https://doi.org/10.1080/13527266.2017.1338611
Kim, T. & Phua, J. (2020). Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-Market Brands. Journal of Interactive Advertising, 20(2), 95–110. https://doi.org/10.1080/15252019.2020.1734120
Kordrostami, E. & Kordrostami, M. (2021). A brave new world: embracing sexuality in advertising for apparel. Journal of Fashion Marketing and Management, 25(1), 99–116. https://doi.org/10.1108/JFMM-08-2019-0183
Kordrostami, M. & Laczniak, R. N. (2021). Female power portrayals in advertising. International Journal of Advertising, 41(7), 1181–1208. https://doi.org/10.1080/02650487.2021.1998878
Lima, A. M. & Casais, B. (2021). Consumer reactions towards femvertising: a netnographic study. Corporate Communications, 26(3), 605–621. https://doi.org/10.1108/CCIJ-02-2021-0018
Livberber, T. & Kılınç, G. (2023). Reflejos de la cultura del consumo en los anuncios: Una lectura de los anuncios de Elidor en Turquía (Reflections of consumption culture in advertisements: a reading on Elidor advertisements in Turkey). Vivat Academia, (156). https://doi.org/10.15178/va.2023.156.e1462
L’Oréal Paris España. (2022, February 04). Kate Winslet: “Porqué tú lo vales es una frase mágica” I Lecciones de valor (“Because you’re worth it is a magic phrase” I Lessons in courage) (video). https://www.youtube.com/watch?v=S3S3Rb8Pt48
Mansilla-Vera, A. & Gallardo-Echenique, E. (2021). Does this brand represent me? A look at the female stereotypes in advertising. In Proceedings of the Iberian Conference on Information Systems and Technologies (pp. 1–6). IEEE. https://doi.org/10.23919/ CISTI52073.2021.9476559
Mello, S. C. de. (2019). ¿Feminismo vende? Apropriações de discursos democráticos pela publicidade em Claudia (1970-1989) (Feminism sells? Appropriations of democratic speeches by the publicity in Claudia (1970-1989)). Anos 90, 26, 1-19. https://seer.ufrgs.br/index.php/anos90/article/view/90019
Morales-Vargas, A., Pedraza-Jiménez, R., & Codina, L. (2022). Calidad web en medios digitales: revisión bibliográfica sobre métodos e indicadores de evaluación general y atributos de confianza (Website quality in digital media: literature review on general evaluation methods and indicators and reliability attributes). Revista Latina de Comunicación Social, (80), 39–63. https://doi.org/10.4185/RLCS-2022-1515
Menéndez Menéndez, M. I. (2019a). ¿Puede la publicidad ser feminista? Ambivalencia e intereses de género en la femvertising a partir de un estudio de caso: Deliciosa Calma de Campofrío (Can Advertising be Feminist? Ambivalence and Gender Interests in “Femvertising” from a Case Study: Campofrio´s “Deliciosa Calma”). Revista de Estudios Sociales, (68), 88–100. https://doi.org/10.7440/res68.2019.08
Menéndez Menéndez, M. I. (2019b). Entre la cooptación y la resistencia: de la Femvertising a la Publicidad Profem (Between Co-optation and Resistance: from ‘Femvertising’ to ‘Profem Advertising’). Recerca, Revista de Pensament i Anàlisi, 24(2), 15-38. https://doi.org/10.6035/Recerca.2019.24.2.2
Menéndez Menéndez, M. I. (2020a). “You’re made of what you do”: impulso del deporte femenino a través de estrategias de femvertising en Nike (“You’re Made of What You Do”: Promotion of Female Sport through ‘Femvertising’ Strategies by Nike). Retos, 38, 425–432. https://doi.org/10.47197/retos.v38i38.76959
Menéndez Menéndez, M. I. (2020b). Elaborar publicidad generadora de feminismo: hacia una propuesta metodológica sobre femvertising (Advertising to Generate Feminism: Towards a Methodological Proposal about ‘Femvertising’). Pensar la publicidad, 14(2), 251-260. https://doi.org/10.5209/pepu.72131
NikeWomen. (2017, March 06). Nike: What will they say about you? (video). https://www.youtube.com/watch?v=F-UO9vMS7AI
O’Driscoll, A. (2019). From sex objects to bumbling idiots: tracing advertising students’ perceptions of gender and advertising. Feminist Media Studies, 19(5), 732–749. https://doi.org/10.1080/14680777.2018.1506943
Ogilvy UK. (2009, April 07). “Campaign for Real Beauty”-Dove film by Ogilvy (video). https://www.youtube.com/watch?v=R5Ynz3eje9s
Pando-Canteli, M. J. & Rodriguez, M. P. (2021). “Menvertising” and the Resistances to New Masculinities in Audiovisual Representations. International Journal of Communication, 15, 493–513. https://ijoc.org/index.php/ijoc/article/view/14912/3335
Pankiw, S. A., Phillips, B. J., & Williams, D. E. (2020). Luxury brands’ use of CSR and femvertising: the case of jewelry advertising. Qualitative Market Research, 24(3), 302–325. https://doi.org/10.1108/QMR-05-2020-0061
Pedraza-Navarro, I. & Sánchez-Serrano, S. (2022). Análisis de las publicaciones presentes en WoS y Scopus. Posibilidades de búsqueda para evitar literatura fugitiva en las revisiones sistemáticas (Analysis of publications in WoSand Scopus Search possibilities to avoid fugitive literature in systematic revisions). RiiTE Revista interuniversitaria de investigación en Tecnología Educativa, (13), 41-61. https://doi.org/10.6018/riite.548361
Rivera Abanto, F. I. (2021). La mujer y la publicidad: La evolución de la representación femenina en piezas publicitarias de Pilsen y Claro en el Perú (2010-2019) (Women and advertising: The evolution of female representation in advertising pieces of Pilsen and Claro in Peru (2010-2019)) (Undergraduate thesis, Universidad de Lima). https://hdl.handle.net/20.500.12724/14349
Rivera-Vargas, P., Muñoz-Saavedra, J., Morales Olivares, R., & Butendieck Hijerra, S. (2019). Políticas Públicas para la Equidad Social. Volumen II (Public Policies for Social Equity. Volume II). Universidad de Santiago de Chile.
Rodríguez Pérez, M. P. & Gutiérrez Almanzor, M. (2017). "Femvertising": estrategias de empoderamiento femenino en la publicidad española (“Femvertising”: Female empowering strategies in recent Spanish commercials). Investigaciones Feministas, 8(2), 337–351. https://doi.org/10.5209/infe.54867
Rodríguez, M. P., Gutierrez, M., & Pando-Canteli, M. J. (2021). New Feminist Studies in Audiovisual Industries: Feminism, Gender, Ageism, and New Masculinities in Audiovisual Content – Introduction. International Journal of Communication, 15, 407–415. https://ijoc.org/index.php/ijoc/article/view/14905
Ronda, L. & Azanza, G. (2021). Employer Femvertising: Women Empowerment in Employer Brand Messages. International Journal of Communication, 15, 514–544. https://ijoc.org/index.php/ijoc/article/view/14909/3336
Sampaio, V. (2019, August 05). L’Oréal International Women's Day with Valentina Sampaio (video). https://www.youtube.com/watch?v=aLgenuYSDcc
Skey, S. (2015). #Femvertising. She Knows. http://cdn.sheknows.com/corporate.sheknows.com/production/nodes/attachments/24521/iBlog_Magazine-SheKnowsFemvertisingFeature.pdf?1429105587
Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2021). Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality. Journal of Business Ethics, 177, 491-505. https://doi.org/10.1007/s10551-021-04755-x
Sternadori, M. & Abitbol, A. (2019). Support for women’s rights and feminist selfidentification as antecedents of attitude toward femvertising. Journal of Consumer Marketing, 36(6), 740–750. https://doi.org/10.1108/JCM-05-2018-2661
Teng, F., Hu, J., Chen, Z., Poon, K. T., & Bai, Y. (2021). Sexism and the Effectiveness of Femvertising in China: A Corporate Social Responsibility Perspective. Sex Roles, 84, 253– 270. https://doi.org/10.1007/s11199-020-01164-8
TotalMedios. (2015, January 13). “Utiliza tu &” – Gillete Venus (“Use your &” – Gillete Venus) (video). https://www.youtube.com/watch?v=Dkx0S_98boQ
Tsai, W. H. S., Shata, A., & Tian, S. (2021). En-Gendering Power and Empowerment in Advertising: A Content Analysis. Journal of Current Issues and Research in Advertising, 42(1), 19–33. https://doi.org/10.1080/10641734.2019.1687057
Varghese, N. & Kumar, N. (2020). Feminism in advertising: irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441-459. https://doi.org/10.1080/14680777.2020.1825510
Vinacke, W. E. (1957). Stereotypes as Social Concepts. Journal of Social Psychology, 46(2), 229–243. https://doi.org/10.1080/00224545.1957.9714322
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing? American Marketing Association, 39(4), 444–460. https://doi.org/10.1177/0743915620947359
Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2020). Selling Feminism: How Female Empowerment Campaigns Employ Postfeminist Discourses. Journal of Advertising, 49(1), 18–33. https://doi.org/10.1080/00913367.2019.1681035
Xiao, Y. & Watson, M. (2019). Guidance on Conducting a Systematic Literature Review. Journal of Planning Education and Research, 39(1), 93–112. https://doi.org/10.1177/0739456X17723971
Zayer, L. T. & Coleman, C. A. (2015). Advertising Professionals’ Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics? Journal of Advertising, 44(3), 1–12. https://doi.org/10.1080/00913367.2014.975878
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2023 Emma Vandellos, Anna Villarroya, Juan-José Boté-Vericad
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
