Femvertising: Dagens fluga eller tidlös fullträff?

Sammanfattning: The purpose of this study is to investigate how femvertising, in specific advertising which aims to encourage female empowerment, is perceived by two generations of women and if it affects their attitudes toward an ad. The study is a replication of the previous study Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects presented by Åkestam, Rosengren and Dahlén (2017). According to their methodology a quantitative method in terms of a field experiment has been applied. Our experiment presented 174 participants, which were randomized into four experimental groups. All participants were women aged 18-30 and 48-60. A two-step ANOVA test was used in order to compare means between the two generations. In addition, a mediation test was concluded to test the study's hypotheses and conclude if any significant effect was confirmed. The theoretical framework of this study includes Corporate Social Responsibility (CSR), Psychological Reactance Theory (PRT), Ad attitude and generational theory. The result confirmed that femvertising generates lower levels of ad reactance and higher levels of ad attitudes. Although the result did not show any significant effect in relation to age. The study found that femvertising is appreciated by women of both age groups and companies could thus benefit from incorporating femvertising when targeting women to strengthen their brand.