{"id":19010,"date":"2020-05-07T12:00:44","date_gmt":"2020-05-07T16:00:44","guid":{"rendered":"https:\/\/www.mdcthereporter.com\/?p=19010"},"modified":"2020-08-07T13:51:34","modified_gmt":"2020-08-07T17:51:34","slug":"advertisers-can-keep-their-women-empowerment-slogans-we-need-substance","status":"publish","type":"post","link":"https:\/\/mdcthereporter.com\/staging\/8357\/advertisers-can-keep-their-women-empowerment-slogans-we-need-substance\/","title":{"rendered":"Advertisers Can Keep Their Girl Power Slogans, We Need Substance"},"content":{"rendered":"

In recent years, women empowerment has been a trending topic. Many brands have jumped on the \u201cfemvertising\u201d bandwagon to demonstrate that they value the influence and unlimited potential women have, especially young girls. The campaigns created by these brands usually emphasize women’s determination, strength and intellectual capacity.\u00a0<\/span><\/p>\n

\"Women
ALEXA HERNANDEZ \/ THE REPORTER<\/figcaption><\/figure>\n

I believe this is a positive and necessary message to be conveyed to boys and girls, but I don\u2019t think these advertising agencies are actively seeking to promote women empowerment.\u00a0<\/span><\/p>\n

Instead, they are perpetuating female idealization.\u00a0<\/span><\/p>\n

Dove, Gillette and Always are examples of companies that are known for their \u201cfemvertising.\u201d Some of these companies commercials have gone viral. That only adds to the free promotion their products get.\u00a0<\/span><\/p>\n

For example, Always\u2019 #LikeAGirl campaign received favorable reviews for its short film-esque ads about experiences that most young girls and women can relate to. While the campaign seldom mentions any feminine hygiene products, Always is still using these \u201cgirl boss\u201d storylines as marketing tools.\u00a0<\/span><\/p>\n

Pantene, a hair care line, used the \u201cSorry Not Sorry\u201d slogan in one of its commercials to discourage women from over-apologizing. While I consider this a great narrative, we must keep in mind that Pantene is ultimately trying to sell hair products, not female empowerment. Look no further than #shinestrong, the hashtag featured at the end of the commercial. It\u2019s clever, but all about hair care, nonetheless.\u00a0<\/span><\/p>\n

I will say this though: these brands do an excellent job of producing emotionally-charged content. Dove\u2019s #MyBeautyMySay made me teary-eyed. The campaign focuses on the stories of women who have not allowed judgments of their appearance to define them. As a young woman in society, I know how crucial it is for women to not let their physical appearance be a measurement of their success or capability.\u00a0<\/span><\/p>\n

However, I can\u2019t help but recognize that these are advertisements and they fail to take into account the many women who are underpaid, exploited and assaulted in the workplace, and sometimes fired after returning from maternity leave.\u00a0<\/span><\/p>\n

I can\u2019t help but ask myself how these makeup, hair or fashion brands define female empowerment. Brands that deal with fashion and makeup items typically focus on enhancing one\u2019s physical appearance. Therefore, are they encouraging women to feel the need to look more presentable? According to societal standards, I believe the answer is yes.<\/span><\/p>\n

There is nothing wrong with promoting beauty or fashion products, however, looking good isn\u2019t a requirement to change the world. I believe these brands should be using their platforms to send messages that are more effective at inspiring women to embrace their inner beauty.\u00a0<\/span><\/p>\n

As much as \u201cfemvertising\u201d aims to empower women, I feel that many beauty, fashion and skincare companies claim to be allies of the movement for marketing purposes, rather than genuinely using their influence to advocate for women\u2019s rights and empowerment.\u00a0<\/span><\/p>\n

I\u2019m all about raising awareness for gender inequality and toxic masculinity, yet more conversations need to be had. We don\u2019t just need t-shirts that say \u201cGirl Power,\u201d we need action and substance, too. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

In recent years, women empowerment has been a trending topic. Many brands have jumped on the \u201cfemvertising\u201d bandwagon to demonstrate that they value the influence and unlimited potential women have, especially young girls. The campaigns created by these brands usually emphasize women’s determination, strength and intellectual capacity.\u00a0 I believe this is a positive and necessary […]<\/p>\n","protected":false},"author":525,"featured_media":21283,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[13],"tags":[158,1393,1394,1395,1396,1397,1398],"class_list":{"0":"post-19010","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-forum","8":"tag-fashion","9":"tag-female-empowerment","10":"tag-girl-power","11":"tag-beauty","12":"tag-skincare","13":"tag-brands","14":"tag-advertising"},"yoast_head":"\nWomen Empowerment Used As Marketing Tactic By Brands<\/title>\n<meta name=\"description\" content=\"Natalie Gutierrez says some companies use women empowerment as marketing tactic and warns to not mistake these ploys as 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