We have seen a diversion from our traditional female ad roles of the past – sex sells sexy, girl stereotypes sell “girl” labeled products. I’ve heard two words to describe this movement: Femvertising and Empowerment. For me, the word femvertising brings up visions of women marching for the right to vote but Empowerment brings up a strong vision AND emotional tug of a strong female who challenges, struggles, and who can beat all inequalities.
Empowering Advertising is effectively challenging gender norms and we are seeing more and more companies promoting their brands and products through the empowerment of women. Think Dove campaigns and one of my favorites, Always #LikeaGirl campaign. Another twist is the use of inspiring campaigns that stretch beyond the length of your standard broadcasted commercial. I can go to YouTube, become empowered and inspired though a 3 minute video and then post something positive on the brands social media about my experience. Brilliant!