THE rise of femvertising – using feminist ideals in advertising to promote products – has sparked debates about its role in empowering women. Originally hailed as a progressive step toward gender equality, femvertising has encountered complex challenges, particularly when campaigns are used in different cultural markets. Some argue that femvertising promotes individual empowerment through consumption, ignoring systemic inequalities, referred to as post-feminist ideology. Femvertising often targets middle and upper-class women, neglecting women of other classes, races, or sexuality. While the pitfalls of west-centric femvertising are significant, they don't render the practice of femvertising futile.
