Conclusion on Femvertising

After analyzing the these femvertising ads, despite the hypocritical, and contradicting intentions, I believe they contribute to the bettering of our society. I am arguing a utilitarian perspective: it does not matter the intentions or motive behind why we do something, but the outcome is what is most important. Many companies may utilize the femvertising technique to reach their target, female market and have no dedication to the cause, however, no matter what motivates these ads, the impact is positive. If advertisers are consistently focusing and representing powerful women, counter-stereotypic women, and self-confident women, why would this trend be bad? Are the motivations of companies pure? No, and they should be criticized and analyzed for their hypocrisy. But the ads do good in changing the representations that women compare themselves to. A study by Davies proves that stereotypic ads moderate a woman’s interest, performance and identification with gender-specific tasks, often drawing women away from male dominated trades. Therefore, if advertising companies produce more femvertising ads and project counter-stereotypic representations more, then the impact can be immense for women. Women will feel more confident and competent in entering previously male dominated fields, and the progress of women will soar. In this context, motive doesn’t matter at all. The changes inspired by the femvertising trend will yield positive representations which will lead to increased opportunity. So, ladies and gentlemen, I encourage you to support the femvertising movement and help the women of today be lifted, lifted to equal ground.