Can advertising be feminist? Ambivalence and gender interests in “femvertising” from a case study: Campofrio´s “deliciosa calma”

Abstract

A recent strategy known as “femvertising” appears to seek to end the sexism that has always accompanied much of advertising. It not only proposes overcoming sexist paradigms, but also incorporates elements of female empowerment. However, it is not exempt from risks, given its ambivalent nature and the gender interests it invokes. This paper reflects on the theoretical aspects of “femver-tising” and employs a case study as a way to approach this type of advertising, on which there is hardly any literature. The conclusions suggest that this is a complex phenomenon that requires deeper analysis in order to diagnose its commitment to equality.