Femvertising - Icke stereotypisk reklam med kvinnostärkande budskap

Sammanfattning: In today's media landscape, advertising is dominated by stereotypes due to the perceived contradiction that exists between exposing different forms of beauty and simultaneously communicating in an efficient way. Theories imply that attractiveness sells, however researchers have shown that this might not always be true. As a side product to this, femvertising has emerged, which has been proven in practice to be a successful phenomenon. Though, no academic research has been explored in the area. By following the basis of the creativity theory, this study investigates whether the communication effects of femvertising in terms of attitude and intentions have a positive effect on female consumers. Based on a sampling of three, low involvement products as well as known and unknown brands with 566 respondents, this thesis provides strong academic support for the successful outcome of femvertising in practice. The results show that femvertising is more effective than traditional advertising, both in ad and brand attitudes as well as eWOM and purchase intentions. Finally, the study shows that all effects are mediated by the consumers' perceived creativity and that ad attitude and perceived creativity are moderated by their interest in equality.