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Mensagens com foco na desconstrução de estereótipos femininos têm vindo a ser cada vez mais incluídas no discurso publicitário a nível mundial. O seu crescimento foi de tal forma significativo que foi criado, em 2015, o femvertising, um conceito que une o feminismo à publicidade e promove o diálogo positivo entre as marcas e as mulheres. Porém, ainda que existam profissionais que afirmem a eficácia desta estratégia no campo da comunicação, foram encontradas críticas em torno do seu uso. É neste contexto que surge a presente investigação que, através de um Estudo de Caso da Women’secret, se
propõe a perceber qual o impacto do femvertising nas atitudes das onsumidoras
portuguesas em relação à marca. Para o efeito, optou-se por recorrer ao método misto, que incluiu, como técnicas exploratórias, cinco entrevistas e análise de conteúdo de anúncios; e, como técnica primária, dois inquéritos por questionário a consumidoras da marca – um com um anúncio de femvertising e outro com um anúncio sem femvertising – de forma a facilitar a comparação de reações ao fenómeno. A análise das respostas de 389 consumidoras permitiu perceber, primeiramente, quais são os critérios identificados pelas consumidoras
da marca nos anúncios com femvertising - Mensagens a favor da mulher, Minimização da sexualidade, Uso de diversidade e Coerência. Em segundo lugar, quais as emoções maioritariamente evocadas – Confiança e Vínculo. E, por fim, a sua influência na intenção de compra das consumidoras. Os resultados revelaram que recorrer a esta estratégia pode ter um impacto positivo neste sentido, ainda que se compreenda que um anúncio isolado não tem uma influência muito marcada.
Messages deconstructing gender stereotypes have become increasingly prevalent in advertising discourse around the world. Their expansion has been so great that the notion of femvertising, which mixes feminism with advertising and encourages constructive communication between brands and women, was developed in 2015. Nonetheless, despite specialists claiming the efficiency of this method in the field of communication, disagreements regarding its application have surfaced. In this context, a case study of the brand Women’secret takes place, with the goal of understanding the impact of femvertising on the attitudes of Portuguese female consumers toward the brand. A mixed-method approach was chosen for this purpose, incorporating, as exploratory techniques, five interviews and content analysis of advertisements; and, as primary techniques, two surveys targeting brand consumers - one featuring a femvertising advertisement and the other without femvertising - to allow us a comparison of reactions to the phenomenon. The analysis of responses from 389 consumers allowed us to firstly identify the criteria recognized by brand consumers in femvertising ads - Messages in favor of women, Minimization of sexuality, Use of diversity, and Coherence. Second, it highlighted the most prevalent emotions evoked – Trust and Bonding. Finally, it investigated their impact on customer purchasing intentions. The results revealed that employing this strategy can have a positive impact in this regard, although it is understood that a single advertisement does not have a very pronounced influence.
Messages deconstructing gender stereotypes have become increasingly prevalent in advertising discourse around the world. Their expansion has been so great that the notion of femvertising, which mixes feminism with advertising and encourages constructive communication between brands and women, was developed in 2015. Nonetheless, despite specialists claiming the efficiency of this method in the field of communication, disagreements regarding its application have surfaced. In this context, a case study of the brand Women’secret takes place, with the goal of understanding the impact of femvertising on the attitudes of Portuguese female consumers toward the brand. A mixed-method approach was chosen for this purpose, incorporating, as exploratory techniques, five interviews and content analysis of advertisements; and, as primary techniques, two surveys targeting brand consumers - one featuring a femvertising advertisement and the other without femvertising - to allow us a comparison of reactions to the phenomenon. The analysis of responses from 389 consumers allowed us to firstly identify the criteria recognized by brand consumers in femvertising ads - Messages in favor of women, Minimization of sexuality, Use of diversity, and Coherence. Second, it highlighted the most prevalent emotions evoked – Trust and Bonding. Finally, it investigated their impact on customer purchasing intentions. The results revealed that employing this strategy can have a positive impact in this regard, although it is understood that a single advertisement does not have a very pronounced influence.
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Keywords
Femvertising Publicidade Women’secret Comportamento do consumidor Estereótipos da mulher Advertising Consumer behavior Female Stereotypes