Femvertising on Women's Day: Postfeminism Discourses and Target Audience Analysis

In conclusion, the analysis of femvertising on Women's Day revealed that postfeminism discourses are prevalent in the advertisements. The top five videos with the most likes were analyzed, and a codebook was designed based on the postfeminism discourses used. Two coders were then employed to analyze other femvertisings using the codebook. The results showed that brands targeting a female audience use postfeminism discourses more frequently than brands targeting a wider audience. This indicates that femvertising is an effective tool to reach a female audience, but more work needs to be done to attract a wider audience. Overall, this research highlights the importance of postfeminism discourses in femvertising and how it affects the target audience.