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Femvertising as a media strategy to increase self-esteem of adolescents: An experiment in India

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  • Varghese, Neema
  • Kumar, Navin

Abstract

The new trend of pro-woman, counterstereotype advertisements termed ‘femvertising’ is gaining popularity and social acceptance. Social cognitive theory postulates that children learn from social experiences including those from media by identifying with other individuals, observing such models, processing their behaviour and later imitating such behaviour most often in a way considered gender-appropriate by society. We conducted an experiment in India, a collectivist society with a strong patriarchal culture, to test the effects of advertisements on the self-esteem of adolescent boys and girls and to examine the impact of media strategies applied in the classroom and aimed at stereotype reduction. In the study, adolescent boys and girls were randomly treated with stereotypical, neutral or femvertising ads. A three-way mixed ANOVA identified a significant effect of treatment and time in the femvertising group. The study demonstrates the efficacy of femvertising ads depicting women empowerment and counterstereotype imagery as classroom aids, as part of media strategies to minimize the effects of gender bias at homes and communities, and to enhance gender sensitization.

Suggested Citation

  • Varghese, Neema & Kumar, Navin, 2020. "Femvertising as a media strategy to increase self-esteem of adolescents: An experiment in India," Children and Youth Services Review, Elsevier, vol. 113(C).
    • Handle: RePEc:eee:cysrev:v:113:y:2020:i:c:s0190740919313799
    DOI: 10.1016/j.childyouth.2020.104965
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    References listed on IDEAS

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    1. Debra Trampe & Diederik A. Stapel & Frans W. Siero, 2011. "The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1030-1045.
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    Cited by:

    1. Yvette Sterbenk & Sara Champlin & Kasey Windels & Summer Shelton, 2022. "Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality," Journal of Business Ethics, Springer, vol. 177(3), pages 491-505, May.
    2. Aleena Amir & Muhammad Usman, 2024. "Understanding the Influence of Perceived Authenticity of Femvertising on Consumer Buycott Intentions: A Moderated Mediation Model of Consumers’ Extrinsic Attributions and Power Distance," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(3), pages 273-281.

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