IDEAS home Printed from https://ideas.repec.org/a/eee/cysrev/v113y2020ics0190740919313799.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0190740919313799
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.childyouth.2020.104965?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Soomro, Yasir Ali, 2018. "Does subliminal advertisement affect consumer behavior? An exploratory comparative analysis between marketing and non-marketing professionals," MPRA Paper 92124, University Library of Munich, Germany.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:cysrev:v:113:y:2020:i:c:s0190740919313799. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/childyouth .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.