Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)

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Femwashing or Femvertising? A Look at Advertising Authenticity

Authors
Bianca Alfaro-Ibáñez1, Eliana Gallardo-Echenique1, *
1Universidad Peruana de Ciencias Aplicadas, Lima, 15023, Perú
*Corresponding author. Email: eliana.gallardo@upc.edu.pe
Corresponding Author
Eliana Gallardo-Echenique
Available Online 3 October 2023.
DOI
10.2991/978-94-6463-254-5_12How to use a DOI?
Keywords
Empowerment; Advertising Strategies; Feminism; Qualitative Research; Online Advertising
Abstract

Femvertising is a strategy that has become a trend in advertising campaigns. Femwashing is the lack of authenticity perceived by the spectator for not complying with the pillars an authentic femvertising campaign must have. Femwashing has also been called fake activism. This study analyzes the authenticity of Avon’s #SuperAPruebaDeTodo spots. The paradigm and design are phenomenological. Through a qualitative methodology, the perception of fourteen university students in the last terms of the Human Medicine Program at Universidad de San Martín de Porres is analyzed through semi-structured interviews. Thematic analysis was used to analyze the data to identify, record and examine patterns and simplify them in a categoric and sub-categorical system and other thematic areas. As a result, it was found that Avon spots are unauthentic and are considered femwashing because some of the perceived advertising elements have little relation to the pillars of authentic femvertising.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
3 October 2023
ISBN
10.2991/978-94-6463-254-5_12
ISSN
2667-128X
DOI
10.2991/978-94-6463-254-5_12How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bianca Alfaro-Ibáñez
AU  - Eliana Gallardo-Echenique
PY  - 2023
DA  - 2023/10/03
TI  - Femwashing or Femvertising? A Look at Advertising Authenticity
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
PB  - Atlantis Press
SP  - 111
EP  - 121
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-254-5_12
DO  - 10.2991/978-94-6463-254-5_12
ID  - Alfaro-Ibáñez2023
ER  -