NOTE: The word "Feminism" in this article is used to define a wide range of social movements revolving around the common goal of female empowerment. My intent in this article is to point out an issue often overlooked because it comes in beautiful wrapping.
Over the span of the last few years, the pervasiveness of “femvertising,” advertisements focused on female empowerment, has become quite apparent. Youtube videos are plastered in ads telling women that the way that they look, think, and act is not in any way degrading. The importance of these advertisements is undeniable, but the shaky foundation that they are built upon is enough to have feminists everywhere waiting with bated breath.
2017 has inarguably been a year full of trends, and corporate America is catching on. In a world where the idea of a trend itself has become a trend, how much good can one advertising campaign do in its short life span? Large companies are making a move towards advertising with amazing potential to save the lives of women everywhere by correcting underlying messages of hate towards the sex that have been prevalent since the beginning of time. However, no matter the intentions behind “femvertising”, unless corporations unanimously concede to becoming lifetime proponents of feminism, the campaign strategy could have destructive effects on society and leave millions of thrashed women in its wake.
It is completely true that “femvertising” is working for its commercial purposes. Dove, a popular soap brand, has reported that over the last ten years, since the beginning of their “Real Beauty” campaign, their sales have increased by over ninety percent and are still growing. The fact that females actually have quite a lot of buying power is a realization apparently shocking to firms, and as their competitors grow in girth they have all excitedly jumped on the bandwagon.
Understandably, women everywhere are elated about this turn in advertising, a complete one-eighty from its sexist forbearers, advertisements that defined the female sex as weaker than and dependent on fathers, brothers, and boyfriends. Via the internet women have lauded Dove for its innovative and thoughtful campaign, yet frequently they forget to consider the true reason behind the brand's sweet rhyme. Although Dove was among the first to celebrate the female sex, they were also the first business to begin to make bank off of that celebration.
“Femvertising” is working perfectly for its real purpose, profit. Any secondary or even tertiary benefits from this campaign, including the social change it may cause, must be taken with the truthful grain of salt: the use of the sudden paradigm shift is a ploy to attract the female consumer, and nothing more. Individually, the intentions of the directors of advertising within firms may be wonderful. However, the end goal is always the same. The driving force behind profit-making cannot, and should not, be applied to corporations’ presumed “need” for feminist changes in society.
There is a certain elation warranted regarding the shift towards “femvertising,” but if the firms do not execute feminist causes outside the realm of advertising, then this campaign is all for naught. If the trend of “femvertising” dies as quickly as all similar campaigns have, the effects may turn out to be more harmful to women than helpful. Many argue that as long as corporations make it a point to empower women while this trend lasts, it is at least better than the previous misogynistic campaigns and should be enough to stifle critics.
While “femvertising” is better than its alternative, the fact remains that women cannot afford to let this sham slip. Consider the child told to clean their room, who shoves all their mess beneath the bed and waits apprehensively for their parent to come and check their progress. This child would be caught, reprimanded, and instructed to genuinely do away with what they stowed beneath the bed. Just like a child, corporate America must be called out on their incomplete support of feminism and empowerment of women. They must be instructed to completely clean up their act or face the consequence: a lifetime of mistrust from scorned female consumers. They have already taken the first step towards supporting feminist values, so why not carry out the campaign they have claimed to adopt? Appeasement would include doing away with “pink taxes.” Without taking further action, firms are showing feminist thinking out the door and dooming the end of this trend of female empowerment.
In a world where women are constantly put down based on things they cannot change about themselves, brands who have picked up the feminist torch in the last year, such as Dove, Always, and Under Armor, must understand that they are now the ones bearing the fragile hopes of billions of women, who are taking note of their actions. Instead of changing campaign direction in the upcoming year, let firms in 2018 resolve to put their money where their mouth is, literally, and attract not only a strong body of female consumers but a strong female coalition as well, ready to continue demonstrating to young women everywhere that they have a power that exceeds purchasing.
SIDE NOTE: As long as there are still child brides and little girls told they cannot receive an education due to their sex, I consider myself to be a feminist. Often feminists in the USA are written off as whiny advocates for the devil, but people who put them down may fail to realize the intersectionality that makes feminism important still. There are humongous problems to tackle all over the world regarding the treatment of humans, not just in wealthier communities.
