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<p>Femvertising, a marketing approach that uses advertising to promote female empowerment, has been recognized for its positive impact on women. Although research acknowledges that femvertising elicits positive and negative emotions among consumers, it still discusses these emotions in broad terms and largely disregards male perspectives. To address this gap, this article explores and compares emotions elicited by femvertising in women and men. This research employed a qualitative approach, comprising five focus groups with 36 participants aged 20–35 (women and men). Transcripts were subject to thematic analysis in NVivo. Results show that femvertising triggers a wide range of positive, negative, and mixed emotions. Positive emotions (e.g., happiness, gratitude) were mostly reported by women, while men more frequently expressed indifference, boredom, and irritation. Both genders showed scepticism, but for different reasons: women pointed to the misappropriation of feminist values by advertising, whereas men emphasized a lack of novelty and perceived overexposure. Emotions were shaped by viewers’ perceptions of authenticity and realism in portrayals, gender imbalance, lack of novelty, repetition, misappropriation or overuse of feminist themes, and the personal relevance of these themes. As a result, five consumer profiles were identified: Proud Supporter, Saturated Sceptic, Curious Spectator, Disengaged Outsider, and Excluded Critic. By translating discrete emotions into a five-segment typology, the study specifies emotions beyond simple positive–negative valence, integrates male perspectives, and enables direct gender comparison. It also helps marketers calibrate femvertising to enhance emotions across viewer segments.</p>

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Emotions elicited by femvertising across genders: a qualitative study with young adults

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  • 出版模式：

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  • 发表日期：

    2026年4月30日

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  • Aleksandra Kurowska,
  • Belem Barbosa

摘要

Femvertising, a marketing approach that uses advertising to promote female empowerment, has been recognized for its positive impact on women. Although research acknowledges that femvertising elicits positive and negative emotions among consumers, it still discusses these emotions in broad terms and largely disregards male perspectives. To address this gap, this article explores and compares emotions elicited by femvertising in women and men. This research employed a qualitative approach, comprising five focus groups with 36 participants aged 20–35 (women and men). Transcripts were subject to thematic analysis in NVivo. Results show that femvertising triggers a wide range of positive, negative, and mixed emotions. Positive emotions (e.g., happiness, gratitude) were mostly reported by women, while men more frequently expressed indifference, boredom, and irritation. Both genders showed scepticism, but for different reasons: women pointed to the misappropriation of feminist values by advertising, whereas men emphasized a lack of novelty and perceived overexposure. Emotions were shaped by viewers’ perceptions of authenticity and realism in portrayals, gender imbalance, lack of novelty, repetition, misappropriation or overuse of feminist themes, and the personal relevance of these themes. As a result, five consumer profiles were identified: Proud Supporter, Saturated Sceptic, Curious Spectator, Disengaged Outsider, and Excluded Critic. By translating discrete emotions into a five-segment typology, the study specifies emotions beyond simple positive–negative valence, integrates male perspectives, and enables direct gender comparison. It also helps marketers calibrate femvertising to enhance emotions across viewer segments.