Author(s): P. Anu Shruthi, B. Indirapriyadharshini

Email(s): anushruthi801@gmail.com , kdharshana13@gmail.com

DOI: 10.52711/2321-5828.2023.00014   

Address: P. Anu Shruthi1, B. Indirapriyadharshini2
1Post Graduate and Research Department of Commerce, Nallamuthu Gounder Mahalingam College, Pollachi.
2Assistant Professor, Department of Commerce (E-commerce), Nallamuthu Gounder Mahalingam College, Pollachi.
*Corresponding Author

Published In:   Volume - 14,      Issue - 2,     Year - 2023


ABSTRACT:
In the world of marketing, the word femvertising plays a dramatic change in India which influences the women consumers ‘perception towards the gender portrayal of advertising. In today‘s advertisement the women empowerment has a great crash in the purchase behavior . which in turn generates profit for the business and also creates gender equality in the society where it becomes the leading theme in the advertisement sector. Most of the advertisement projects focused more on women and give equal rights irrespective of gender. The marketer‘s started portraying women as a strong self-sufficient. Research design adopted in this study is empirical and it depends upon primary data. A sample of 100 consumers is chosen for the study. This article investigates how the attitude towards advertising in general and changes in gender portrayals in advertising in the modern era and how it explores the awareness among young consumers.


Cite this article:
P. Anu Shruthi, B. Indirapriyadharshini. Young Consumers Perception on Femvertising. Research Journal of Humanities and Social Sciences. 2023;14(2):69-2. doi: 10.52711/2321-5828.2023.00014

Cite(Electronic):
P. Anu Shruthi, B. Indirapriyadharshini. Young Consumers Perception on Femvertising. Research Journal of Humanities and Social Sciences. 2023;14(2):69-2. doi: 10.52711/2321-5828.2023.00014   Available on: https://www.rjhssonline.com/AbstractView.aspx?PID=2023-14-2-2


REFERENCES:
1.    Abitbol, A., and Sternadori, M. (2016). You act like a girl: An exam of customer perceptions of femvertising. Quarterly Review of Business Disciplines, 3(2), 117-138.
2.    Akestam, N., Rosengren, S., and Dahlen, M. (2017). Advertising “like a girl”: Toward a higher know-how of “femvertising” and its outcomes. Psychology and Advertising, 34(eight), 795-806. Becker-Herby, E. (2016). The upward thrust of femvertising: Authentically attaining woman customers. https://conservancy.umn.edu/bitstream/handle/11299/181494/
3.    Debevec, K., and Iyer, E. (1988). Self-referencing as a mediator of the effectiveness of sex-position portrayals in advertising. Psychology and Advertising, 5(1), 71–84.
4.    Dittmar, H., and Howard, S. (2004). Thin-perfect internalization and social evaluation tendency as moderators of media models’ Impact on female’s frame-targeted anxiety. Journal of Social and Clinical Psychology, 23(6), 768–791.
5.    Drake, V. E. (2017). The effect of woman empowerment in advertising (femvertising). Journal of Research in Advertising, 7(3), 593-599

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