DefinePK

Abstract

The study examined how women’s identities are portrayed in contemporary digital advertising in Pakistan, exploring how advertisements either support female empowerment or use faux activism as a marketing tool. Employing semiotic analysis, the study decoded the signs and symbols in digital commercials aired over six months, focusing on how these advertisements depict women and whether they align with the principles of Femvertising, a marketing strategy aimed at empowering women. The thematic framework revolves around the concepts of Femvertising, faux-activism, and ad-her-tising, with a particular focus on how these forms of advertising relate to contemporary feminist ideals, especially in the context of the Third Wave of feminism. The method involves examining a representative sample of digital advertisements, categorizing them based on their portrayal of women as either empowered or manipulated. The findings reveal a shift in the portrayal of women in digital advertisements, with many ads focusing on an empowered, independent, and glamorous image of women. However, a significant portion of the ads also employ this empowering language as a superficial tool to enhance brand image and boost sales, reflecting a form of faux activism that lacks genuine commitment to gender equality. Femvertising has made strides in promoting female empowerment in Pakistan's digital advertising landscape, it is evident that many advertisements exploit this narrative for commercial gain, thus questioning the sincerity of their feminist stance. The study calls for a more authentic and socially responsible approach to advertising that genuinely supports women's empowerment without reducing it to a marketing gimmick. The research would be significant to advise stakeholders in promoting more genuine and encompassing gender portrayal in digitized advertising trends.