ScholarWorks@숙명여자대학교

초록

Active campaigns in various sectors of society are now challenging the problem of gender stereotypes. The marketing and advertising industries are no exception. Femvertising, a combination of feminism and advertising, challenges the stereotypical depictions of women that have long persisted in advertisements by seeking to highlight images of independent and self-reliant women. This study analyzed the factors that influence consumers’ perceptions of femvertising with the aim of identifying how these factors affect advertising attitudes and behavioral intentions. The results indicated that femvertizing consists of four elements: “subjectivity of women”, “resistance to social inequality”, “women orientation”, and “commercialism”. The analysis also showed that all of these factors have significant effects on advertising attitudes and behavioral intentions. When companies try to execute femvertising campaigns, they must consider these factors and proceed with sincere campaigns. If femvertizing proves effective and continues to spread in the future, it will provide opportunities to resolve some of the social problems that have long been prevalent in advertising.

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