Can a theoretical movement like ‘Femvertising’ have atangible impact on government proposals?In 2014, Always released the ‘Like a girl’commercial intending to turn a phrase that had become an insult into anempowering message. This award winning campaign served as a landmark in‘feminist’ advertising and proved that companies’ support for social causes wasbooming and that the marketing scene was changing.[1] Although some brands continue to endorse a ‘sexsells’ tactic, a revolution is occurring in which popular brands are rejectingthis dated approach and adopting a fresh feminist prospective. Famous brandssuch as Dove, Pantene and Nike have adapted their adverts to project less datedfemale perspectives and more positive feminist ideologies. SheKnows iblockmagazine (2014) defines ‘Femvertising’ as ‘advertising that employs pro-femaletalent, messages and imagery to empower women and girls.’[2]SheKnows recently surveyed that 52% of women said that the way in which an adportrays women directly influences whether they would purchase a product. [3]  Due to this fast pace worldwide influence,Femvertising consequently creates the question of whether this trend canconstitute as feminist activism. While this essay is not trying to proveanything, it will attempt to act as a plausible claim for the interactionbetween Femvertising and grass-root level movements. The focus will be onwhether this revolutionary advertising trend could become an effective grass-rootactivity and actually make a difference at an elite level.  This essay will divide itself into three sections. Thefirst section will begin by outlining what has allowed this trend to come aboutand call upon third wave feminism and social constructivist theory as the maincontributors. The second part will focus on the first level of change, that ofa political change. The focus will be on the Tampon Tax as a case study toexemplify the existence of third wave feminism and Femvertising’s potentialimpact in the political arena. Thirdly, it will focus on the second level ofchange, that of a cultural change, arguing that Femvertising’s authenticity,paired with social media’s power creates a unique platform that is in line withour cultures ‘slacktivist’ habits and needs.. It will be concluded that Femvertising’sunique ability to make people think makes it a rare and necessary catalyst forchange. Both in our understandings of gender and in the decision making processin the UK. As commodity feminism starts to diminish, inwhich young generations rejected the feminist label, third wave feminism beginsto make way. Unlike commodity feminism, this ‘new wave’ embraces individualismand intersectionality.[4]This brand sees women embracing the feminist label, something which has becometrendy and now marks an ‘enlightened women.’[5]Arguably, this backlash to commodity feminism has set the stage for an originalsort of advertising that takes advantage of these new feminist ideals and spinsthem in a way that also profits their brand. Femvertising focuses on previously untapped consumer base, that of thefemale population, in an attempt to build a relationship with them throughauthentic and real images.[6] Although some traditionalgender stereotypes continue to prevail in advertising, it seems as though thisrevolution will allow woman to escape from being passive figures of the malegaze.[7]Cohan appreciates this as he recognises a shift towards a more promising, asopposed to exploitative, representation of women within advertisements.[8]Subsequently he also argues that we are experiencing a paradigm shift thatintroduces a much-needed realistic representation of women. Although social constructivism has not uniquelycaused the creation of Femvertising, this essay argues that it has provided atheoretical platform for it to happen.  Forthis reason, this essay also adopts a social constructivist lens to understandhow we learn about gender roles. Social constructivists believe that genderroles are social constructs within social structures made up of norms and rules.[9]Rugge (1998) outlines the importance of ‘ideational factors, including norms and ideas, social efficacy…inshaping the way in which actors define their identity and interests in thefirst place.’[10] Thisperspective allows us to understand that people are social actors who areperforming on a socially constructed stage that mediates our understanding ofreality.[11]In this sense, social constructivists emphasise the importance of bothstructure, our society, and agency, the individuals, in the shaping of gendernorms. Accordingly, gender norms are constantly being constructed, contestedand re constructed, frequently challenging societies understandings andperspectives.[12] Femvertisingcan therefore build upon this on-going process of learning and take advantageof the malleability of the notion of gender norms. Social constructivists understanding ofglobalisation’s interaction with power creates an ideal platform forFemvertising to flourish. As Sassen suggests, globalization has allowed for thedetachment of sovereignty and territoriality.[13]Devolution of power has thus transformed sovereignty and has allowed the term‘global governance’ to develop.[14]This term explains the explosion of non-state actors and their increasingsalience in various features of contemporary world affairs.[15]Subsequently, this opening up of the political system has created the idealaccess point for Femvertising to help change dated gender norms and increasewomen’s visibility. Femvertising can therefore assume the role of a ‘non-stateactor’ and become an accessible avenue for empowerment that is able to redefine and share gender norms in different contexts. Rosenau characterisessystems of rule at all levels of human activity in which ‘pursuit of goalsthrough the exercise of control has transnational repercussions in structureand agency.’[16] Therefore,Femvertising’s ability to ‘exercise control’ on what information societyreceives allows it to have ‘transnational repercussions’ in the way societylearns about gender roles.  Through socialconstructivist’s importance of culture and its appreciation of the effects thatthe transformation of sovereignty has on Femvertising, one can only be optimisticof this trends role our learning and understanding of gender norms. Given what social constructivists argue aboutgender roles being social constructs we are optimistic that Femvertising willtruly be able to affect social structures and gender stereotypes. Femvertisingholds an incredible amount of control in being able to depict women in acertain way that subsequently has social implications beyond the company’sbottom line. In effect, Femvertising has the ability to challenge many of thedated gendered stereotypes in the media that have altered society’s thoughtsand behaviours for so many years.[17] The cultivation theoryexpands this perspective by stating that once people have developed their ownconcepts of reality from the stereotypes in the media, they are likely tomodify their personal behaviour according to those stereotypes. [18] This is important as inorder for Femvertising to mobilise people to act it must first educate them tobelieve in the same cause and advertising has the power to do just that. Byhaving the rare ability to change attitudes Femvertising offers brands a newway to reach female consumers while simultaneously modernising genderstereotypes and increasing women’s diversity. However, despite Femvertising’s innovativeefforts in using popular feminist ideals to sell, a two minute advertempowering women is not enough to end misogyny and change this gendered statusquo. A study researching the effect of Femvertising’s messages on attitudechange supports this claim. It found that although the advertisements made themthink, their overall attitude towards women and the product did not change as aresult of their exposure.[19]  Such findings show that despite being a goodvehicle for the promotion of simple pro social messages, it might not be forcomplex ones that require deep and elaborative thought processes. Attitudes areso entrenched in our culture that a much more powerful tool, other than asingle exposure to one advertisement, is needed to separate the two. Kesby(2005) discusses this topic and comments that ‘empowerment is not a linearprocess of enlightenment but a repetitive performance in a space.’ [20]Thus if Femvertising trulywants to empower women, it must recognise that one advert will not ensureliberation. It must instead use the repetitiveness of advertisements to startthe slow process of re conditioning that will eventually lead into attitudechange. Nevertheless, the simple fact that Femvertising is a unique platformthat makes people think and socially aware is in itself extremely powerful.The outbreak of third wave feminism has pressured international governments to respond accordingly with feminist policies, the tampon tax being the most infamous. This policy received international attention due its framing of feminine hygiene products as ‘luxury goods’ making them not exempt from tax like other ‘necessary goods.’[21] Public discourse of policies concerning the menstrual hygiene products has been a long-term taboo, regarding it in the context of ridicule, shame and disgust. [22] Since men predominantly run governments and laws, this helps to entrench silence surrounding this topic even more.[23]  Through third wave feminism, this younger generation have grown up in a culture that supports body-positivity, encouraging openness in discussing women bodily functions, something extremely unlikely in previous generations.[24] This proves the extent to which our culture is changing and embracing feminism and shows that without third wave feminism it is likely that the tampon tax would have continued being unnoticed and legally misclassified.Breaking the taboo was the main way in which the generation helped bring attention to this issue. In a research carried out by Lea Hunter, it was found that the most influential moments in the movement were ‘direct and confrontational in the breaking of the taboo’ mainly in informal discourse such as Twitter and Facebook.[25] This proves that breaking a taboo demands attention. Subsequently, Femvertising could be used in future movements as an additional tool in galvanising widespread attention while offering a unique platform for informal discourse. Although social media’s role in increasing awareness and building support for reform in this campaign is indisputable, Femvertising could have certainly made it more powerful. If, for example, Always had released an advertising campaign aiming to open up the discourse and break the taboo of menstruation,’ one could optimistically suggest that the policy would have gained an unprecedented amount of power and influence. Femvertising’s uniqueness in its ability to condition considerable portions of the population allows it to spread awareness on a common cause and galvanize support at a much faster pace than any other tool. Thus, although social media will always be used as an outlet to exercise public pressure, grass root movements should explore the possibility of broadcasting Femvertising adverts in line with their campaign if they want to increase extensive support and influence. Hanson broadens the idea of political action byexpanding the public sphere to include household and social relations.[26]By doing so he suggests that activism may incorporate everyday actions byindividuals that could eventually create new social networks of power dynamics.[27]This suggests that although an action may not be directly political, certainactions can still be considered as activism. If they are able to fosterinformal networks or relations that may then evolve in more formalizedpolitical actions it can be considered so. Therefore, according to thisdefinition Femvertising can be related to activism. By having serious power onthe way woman are represented and perceived, Femvertising increases thepublic’s awareness and depending on its salience can influence them to actaccordingly. For example, if Always had publically backed the Tampon Taxcampaign, and a consumer bought an Always product and then takes the initiativeto share this actions within her social network this can be seen as a form ofactivism. Optimistically, this would cause a chain effect and drive up demandfor advertisement promoting gender equality and even greater representation.[28]Thus Femvertising is encouraging women to transform power dynamics bychallenging old gender norms. According to Hanson’s broad definition ofactivism, Femvertising has true potential in this arena.The ‘tampon tax’ also shows that governments,including the UK, are increasingly responsive to grass-roots movements. Byopening its decision-making process to informal actors, such as grass-rootmovements and social media, the UK can aspire to an ‘input democracy’, likeSweden. This type of democracy opens up policy making to various civil societygroups allowing them to express their policy opinions.[29]By doing so, Sweden has high levels of involvement, especially with regards tosocial movements.[30]As the tampon tax has shown, the UK is certainly beginning to be receptive toits public’s voice, even if articulated informally. The UK can also aspire toSweden for its state feminism. In Sweden social equality is a core value. Assuch, it has adopted welfare policies such as generous parental leave schemes,public care services for children and the elderly and have a fairly highpolitical representation of women in government.[31]Sweden thus exemplifies the sort of government that the UK can aspire to. Fromthe tampon tax one can see that the UK is beginning to act as an inputdemocracy and resemble state feminism. However, it can be argued that the UK isnot ready for an input democracy nor state feminism. In fact, the UK is onlyjust beginning to experiment with online movements and women representation inparliament is still at a low 29%.[32]Nevertheless, it is true that political change is only possible if the cultureaccepts it. This essay will now continue to argue how thisgenerations habits and Femvertising are creating a culture that is ready forthis political change. Femvertising’s potential lies in its ability to respondto society’s apparent demand for diverse and realistic images. LaurenGreenfield, the documentarian that directed Always ‘Like a Girl’ campaign saysthat ‘when it comes to gender and telling real stories about girls, there is areally clear that of authenticity that needs to be respected.’[33]Femvertising is avant-garde in understanding that in order for an advert to besuccessful it needs to be honest and represent reality, not contradict this.O’keefe (2015) presents evidence to support this, claiming that if a productcontradicts ones beliefs, it is unlikely to result in any change in attitude.[34]Thus, Femvertising is unique in the sense that it appreciates that honestlysells and is guiding other brands to tell the truth and get behind the cause.After Dove’s initial real beauty campaign, its parent company Unilever reporteda 3% overall growth in sales,[35] showing the success ofpopularity of Femvertising. In general, Femvertising’s ability tocatalyse change in the publics views and attitudes as well as its conforming tosociety’s need for authenticity highlights how much potential lies within thistrend. If done correctly, Femvertising has the ability to bring us togetherthrough enlightenment and empowerment. Nonetheless, Crouse (2002) believes thatFemvertising has actually brought back commodity feminism and is conditioningus to believe that if a women wants to be powerful, a core feminist ideal, shemust follow the adverts and make a purchase. Femvertising is focusing oncontrolling woman’s worth according to their consumer choices to be able tomaximise their profit margins. This sort of manipulation appears to devaluateFemvertising’s “uniqueness” and “authenticity” and depreciates the idea ofwomen’s equality and therefore to the feminist movement itself. MeredithFineman writes ‘too many attempts to “market to women” seem to me to turnfemale power into a commodity – or at least, reduces female power intosomething mostly good for buying more commodities.’ [36]Baxter defines this as ‘faux activism’, outlining that although brands seem tosupport gender equality and feminism through their empowering messages, thecompanies are actually participating in faux activism. [37]  This can be seen with Dove’s real beautycampaign that relied on female’s insecurities to reap financial gains. It istherefore necessary that if companies continue to assume the responsibility tospread feminist ideals and support this feminist movement that their messagesare parallel with the company’s brand and core values. Femvertising’s influence may also becontroversial due to its inherent conflict as carriers of individualconsumption and its feminist fundamentally political and social causes.[38]Zeisler argues that the majority of modern Feminism is driven by capitalistviews and ‘includes financial gains in nearly every tenet. [39]  Considering that in this light Femvertisingis viewed as being driven by capitalist views, Zeisler worries about thedepoliticising of feminism.[40]While Femvertising has began to spread, this has led to a vast majority ofcelebrities, such as Beyonce and Lena Dunham, to adopt the label. Although thisdoes help to spread awareness of the issue, it simultaneously contradictsfeminism’s message and de legitimises their efforts. Thus, Femvertising hasactually turned feminism into a profit turning process, destabilising feminismas a political and social movement. SheKnows media’s, Samantha Skey outrightsays that Femvertising adverts ‘are not NGO’s…these ads are meant to driveproduct sales.’ Thus, this proves that Femvertising’s contradicts pure feministideals that believe that women empowerment should not be a matter of profit butof existence and enforcement of social policies and practices. [41] Nevertheless, today’s society acts as the idealfoundation for Femvertising to flourish and reach its potential. Astechnology’s influence continues to spread, it has naturally effected the waythat people participate in the political process. Recently, we have seen a riseof un conventional participating forms, such as ‘slacktivism.’ Kristoffersondefines ‘slacktivism’ as an inclination to participate in relatively ‘costlesstoken’ displays of support for a social cause, accompanied by a lack ofenthusiasm in dedicating a meaningful effort to endorse meaningful change.[42]This nature of slacktivism suggests that people will now only participate if ittheir pro-social actions can be accomplished with no effort at all. Thus,Femvertising not only allows for slacktivist habits to occur, it encouragesthem. Therefore, according to Kristofferson, buying an Always product tosupport their pro feminist ideals is an act of ‘slacktivism.’[43]By participating such a simple act consumers are still able to align themselveswith improving the representation of women in advertising. Kristoffersondiscusses we should praise these ‘token endorsements’ as ‘positivestepping-stones towards more meaningful forms of social engagement in thefuture.[44]This optimistic view towards social engagement could predict how Femvertisingcould catalyse future mobilization by initiating an easy form of participating.Social media’s grass-root nature helpsboost Femvertising’s mobilisation and allows it to embody an activist stance.Through broadening the reach of generated discussions to a world space, socialmedia acts as an alternative space to voice your opinion and connect with thosewho share the same one. [45]Milan (2015) contends that this helps to bring materiality to the production ofmeaning, as it’s a sort of platform that allows for particular dynamic amongindividuals.[46]Subsequently, each viewer that takes to social media to discuss a Femvertisingadvert will be connected with other similar viewers, facilitating theestablishment and enlargement of networks. Manuh (2006) defines empowerment as ‘all thoseprocesses where women take control and ownership of their lives.’[47]Consequently, it can be said that social media is empowering women by creatingan arena where the soft power of women is authentic and powerful. By creating #LikeAGirl, Alwayswasable unite a considerable network of like minded people and create an onlinespace in which consumers could engage with the cause. Eventually, as thisconversation continued to spread it started an online movement.[48]This shows that cyberspace not only helps to spread awareness about a campaign,its sense of accessibility also allows for interaction and motivation withinthe campaign and the coordination of events.[49]Such events around the world influenced Forbes to declare 2014 to be ‘thebreakout year for hash tag activism around women and girls.’[50]Hopefully, with the help of social media, and most specifically the hash tag,Femvertising’s online movements can continue to mobilise viewers and gainmomentum until elites are forced to respond. In general, it is clear that Femvertising’spotential is enormous. This essay began by showing how third wave feminismallowed Femvertising to materialise and flourish. Social constructivism, andits idea of ‘global governance’ provides a theoretical platform forFemvertising. Social constructivists notion of gender norms being socialconstructs and its constant re-construction of the term, allows for the perfectaccess point for Femvertising. This essay used the tampon tax to prove thepresence of third wave feminism and analysed the potential role of Femvertisingin such campaigns. By doing so, the UK would become more like Sweden, as itwould listen more to its grass-root movements and adhere to state feminism. Thelast section looked at Femvertising’s unique power and authenticity. Due to ourgeneration slacktivist habits, when paired with social media and the hash tag, onecan be very optimistic about Femvertising’s future potential. Nevertheless,this essay also discussed how Femvertising will forever hold inherent conflictbetween pure feminism and consumerism and it’s power in changing attitude isquestionable. In conclusion, however, Femvertising has anincredible amount of potential. It has the power to increase awareness at anunprecedented and unique pace, and by doing so catalyses change on a worldwidescale. Femvertising has come at a perfect time, when our culture’s attitudesand behaviours are in line with those that Femvertising enables and encourages.For this reason one should be extremely optimistic of its potential influence.Despite Femvertising’s limitations in being able to change attitudes, it is itsability to catalyse changes in thinking that gives it its power. In this sense,the mere fact that it is making consumers at the very least aware ofrestrictive stereotypes that tend to overpower women is extremely encouraging.It is therefore necessary for us to focus on awareness instead of change andacknowledge that change is extremely difficult and slow but that Femvertisingis kick starting the process. Bibliography“Act Like A Girl: An Examination Of Consumer Perceptions Of Femvertising”. Iabdnet.org. N.p., 2016. 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Tandfonline.com.N.p., 2017. Web. 15 Mar. 2017.p.99[11] Abitbol, Alan. “Cite A Website – Cite This ForMe”. Iabdnet.org. N.p., 2016. Web. 15 Mar. 2017.p.121[12] The Emerging Global Gender EqualityRegime From Neoliberal And Constructivist Perspectives In InternationalRelations: International Feminist Journal Of Politics: Vol 6, No 1?. Tandfonline.com.N.p., 2017. Web. 15 Mar. 2017.p.85[13] The Emerging Global Gender EqualityRegime From Neoliberal And Constructivist Perspectives In InternationalRelations: International Feminist Journal Of Politics: Vol 6, No 1?. Tandfonline.com.N.p., 2017. Web. 15 Mar. 2017.p.100[14] The Emerging Global Gender EqualityRegime From Neoliberal And Constructivist Perspectives In InternationalRelations: International Feminist Journal Of Politics: Vol 6, No 1?. Tandfonline.com.N.p., 2017. Web. 15 Mar. 2017.p.101[15] Ibid[16] Ibid[17] Becker-Herby, Elisa. “The Rise OfFemvertising: Authentically Reaching Female Consumers”. 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