Table of Contents:

Introduction 2

Two Categories of Advertisements Targeted to Women 2

Comparison and Competition Advertisements 3

Women Empowerment Advertisements 5

Womens Reactions toward Comparison and Competition

Advertisements vs. Femvertisements 9

Positive Responses from Women to Femvertising Across a

Range of Brands 11

Womens Lingerie and Underwear 12

Womens Body Wash 15

Food Industry Advertisements 17

Future Application 20

Best Practices for watching and Applying Rends to Avoid Sexism in

Advertising 21

Conclusion 23

References 24

1
 According to the Harvard Business Review (2009), women are responsible

for making the final decision in 94 percent of home furnishing purchases, 92 percent

of vacations, 91 percent of homes, 60 percent of automobiles and 51 percent of

consumer electronics. In total, women make up 70-80 percent of all consumer

purchasing (Brennan, 2015), and with statistics this strong, it is hard to ignore such

a large portion of the consumer market. This paper will examine current advertising

trends directed toward women, which methods have the best reactions from

women and will provide tactical recommendations for successfully advertising to

women in the future.

Two categories of advertisements targeted to women

Upon casual observation, the majority of current advertisements targeted to

women can be placed into at least one of two broad categories: (1), comparison and

competition ads, and (2), women empowerment ads, (kestam, Rosengren, &

Dahlen, 2017). Comparison and competition advertisements are ads that present a

specific ideal woman and aim to sell a product by making the consumer believe they

can achieve this ideal if they buy the product for sale (kestam, Rosengren, &

Dahlen, 2017). This style of advertising is built off the assumption that women

compare themselves to the ideal woman and strive to not only be the ideal

woman, but to be a better version of her and other women collectively. It drives

sales through comparison and competition of women. Conversely, the more recent

method of advertising through women empowerment aims to sell a product by

celebrating women as they are. The goal is to sell by connecting on an emotional

level with and relating to the consumer (kestam, Rosengren, & Dahlen, 2017).

2
Comparison and competition advertisements

The comparison and competition advertising method plays on the idea that women

view each other as competition and strive to be seen as the best. Author Jennifer

Holt believes that the creation of this ideal woman in advertising became most

popularized during the 1950s, after World War II (Holt, 2014). During this time,

advertisements directed to women were focused on being the ideal wife and

mother. In her work Not June Cleaver, Women and Gender in Postwar America,

Joanne Meyerowitz explains that advertisers can use comparison and competition to

sell their products by conjuring up a tenacious stereotype of cultural icons and

making women feel connected to this icon--the icon of the 1950s being the

quintessential white, middle-class housewife who stayed at home with children to

clean and bake.

Above are examples of advertisements that create a connection between the

product for sale and the ideal women of the 1960s - the homemaker and wife. In other
words, you will be the ideal woman, if you buy this product, (Source: Coca-Cola, 1960).

Women across the country soon began building their identities and lives

around this image of the ideal woman, who was created for them to emulate

societal gender norms of her time (Holt, 2014). Advertisers realized that by

3
associating their product with the ideal woman of the era, female consumers might

consider purchasing their product in order to further identify themselves with that

fictitious idealized woman.

While societys idea of the perfect woman has changed over time, this

advertising strategy of social comparison has stayed largely the same, simply

changing the woman to fit the current fashion and aesthetic trends. An example of

this in modern day advertisement would be Pepsis launch of the Skinny Can and Get

the Skinny campaign, during 2011 Fashion Week. Our slim, attractive new can is

the perfect complement to todays most stylish looks, Chief Marketing Officer of

PepsiCo, Jill Beraud said. The campaign launch, meant to entice women by

connecting them to the skinny, modeling world, was met with backlash and

ultimately influenced the brand image negatively. The National Eating Disorders

Association and other similar groups quickly took action against Pepsi, saying that

skinny is not always something to celebrate, (Zmuda, 2011).

The Pepsi Skinny Can campaign, which launched during the 2011 Fashion Week,
illustrates the comparison and competition method in a modern context, (Source: Zmuda,
2011).

4
Women Empowerment Advertisements

After completing several studies on female competition, the International

Journal of Advertising came to the conclusion that when advertising is based on

competition and social comparison, women tend to react more favorably to a self-

promotion strategy, rather than a competitor derogation strategy, (Kyrousi,

Panigirakis & Panopoulos, 2016). In other words, if this method is used, advertisers

should highlight how the product will help a woman achieve a personal goal and

avoid blatantly playing on how the product will make her seemingly better than

other women. This realization could be a factor in the recent trend towards self-

empowerment seen in advertising to women.

The current trend of women empowerment in advertising is known as

femvertising. Femvertising (short for female empowerment advertising) is defined

as advertising that challenges traditional female advertising stereotypes,

(kestam, Rosengren, & Dahlen, 2017). Traditionally, advertising depicting women

follows trends that society already has in place, so women have been categorized by

the time they are living in and not what they could be. Research shows that this way

of advertising isnt as effective as marketers originally thought it would be. Although

these type of advertisements may have worked in the past, they stopped being as

effective because they ignore the constant fluidity of society. With the rise of

feminism, the theory of political, economic, and social equality of the sexes, females

have shifted their goals; the problem with this traditional way of advertising is that

it is a direct comparison to what is happening in females daily lives. The traditional

comparison and competitive advertising approach before femvertising made

5
women feel as if they couldnt measure up as an employee, spouse, mother, or even

just as a female, (kestam, Rosengren, & Dahlen, 2017). The stereotypical female

portrayals used in traditional advertising would indeed limit female target

audiences perceived range of alternatives (regarding, e.g., what is means to be

successful or attractive), and would thus generate higher levels of defensive

reactions (Henderson-King, Henderson-King, & Hoffmann, 2001).

The approach taken from a femvertisement standpoint is to show that there

is more than one way of living your life as a woman, therefore increasing positive

attitudes towards the advertisement and decreasing negative reactions. Researchers

believe that if advertisements portrayed women as supporters of one another,

embracing their differences and uniqueness, then women watching at home would

associate that brand with a positive sentiment. When females are presented with

very thin, traditional models, they directly compare that image to how they perceive

themselves.

Actress, Zendaya Coleman, reacts to Modeliste magazine for slimming her thighs and waist for their
November cover. The 19-year-old actress said the manipulation created unrealistic expectations for her
young fans, (Source: Instagram.com, 2015)

6
 Femvertising presents a wide range of body sizes, skin pigments, and

lifestyles, which creates a more inclusive environment for women watching at home,

reading online, or reading in magazines. To test this theory and to give more insight

to marketers, researchers from the Stockholm School of Economics, tested these two

types of ads against one another in a series of three tests. They wanted to know if

women reacted more favorably to traditional ads or femvertising, and if their

reactions led to a positive or negative attitudes. They concluded that femvertising

generates lower levels of ad reactance than traditional advertising and that this, in

turn, leads to higher ad and brand attitudes (kestam, Rosengren, & Dahlen, 2017).

To test their hypothesis, researchers showed women advertisements and

commercials to test their reactions and attitudes. The first advertisement was

created by a graphic designer for the case study specifically, so that there would be

no influence based on brand loyalty.

Advertisement created by a graphic designer that depicted curvier models

to test the reactions and attitudes of women towards non-traditional models,
(Source: kestam, Rosengren, & Dahlen, 2017).

7
 Advertisement created by a graphic designer that depicted models that fit traditional
beauty standards to test the reactions and attitudes of women towards traditionally thin models
(Source: kestam, Rosengren, & Dahlen, 2017).

The second ad shows an advertisement with two models. One is photo-shopped and

traditionally thin, while the other is a curvier woman without any photoshop.

The above ads were created by a graphic designer, both selling the same brand of lingerie, however one
was photo-shopped with a thin, while the other was untouched and with a curvy model. Females in the
survey had a much higher positive sentiment to the untouched photo on the left,
(Source: kestam, Rosengren, & Dahlen, 2017).

8
 In both cases, the ads with women that females felt they could relate more to

(non-traditional, non-photoshopped and curvier models) had higher positive

sentiment and lower negative reaction.

Womens reactions toward Comparison & Competition advertisements vs. Femvertisements

(Source: kestam, Rosengren, & Dahlen, 2017)

The table above shows that for every traditional ad, the reactance was higher

and the ad attitude was lower. The researchers concluded that the reactance the

women were having to these advertisements were negative, which made the

positive advertisement attitude lower and ultimately the brand perception more

negative. The table above compares a femvertisement for Chevrolet and a

traditional advertisement for Fiat, two automobile companies. The reactance to the

traditional advertisement had a significant difference of 1.47 to that of the

femvertisement because people reacted more strongly to the traditional

advertisement. However, the Chevrolet femvertisement had a significant difference

9
of 2.58 from the Fiat traditional advertisement in ad attitude--meaning the

reactance to the traditional advertisement was higher, but the positive attitude was

higher for the traditional advertisement. This has direct implications for automobile

advertisements and how women are depicted in them and what strategies are more

effective.

Marketers must advertise to women in a way that is effective, and unlike in

the past. They need to set the tone, adopt processes and create a working

environment for change and not wait until consumers are repulsed of them. Until

2012, only 3 percent of creative directors were women, (Winesett, 2017). This is a

staggering number, considering women make up to 80 percent of household

purchases and upwards of 60 percent of social media sharing. The number of female

creative directors in advertising has risen to 11 percent since 2012. The 3 Percent

Movement was a campaign started to explain why women werent getting hired for

these positions and to prove what an asset a female creative director is (Winesett,

2017).

Men have been making critical decisions about advertising to women, but

thinking from a mans perspective. That is perhaps why advertisements were often

sexualizing women or emphasized gender stereotypes. Now that more women are

in leadership roles in advertising agencies and marketing departments, womens

desires, aspirations, and goals are starting to be represented more effectively. This

twofold approach to what constitutes a successful advertising campaign (one that

empowers brands and consumers simultaneously) certainly puts advertising

10
practitioners in a new position, where they need to be aware of the societal role of

advertising, as well as its direct effects on consumers, (Dahln & Rosengren, 2016).

Positive Responses from Women to Femvertising Across a Range of Brands

Brands that have already started femvertising are already seeing the positive

effects of this practice. During the 2015 Super Bowl, Proctor & Gambles Always, one

of the biggest producers of feminine care products, launched its Like A Girl

campaign. This was one of the first feminine hygiene products to run during the

Super Bowl. It highlighted the idea that saying run like a girl or fight like a girl

becomes an insult as people grow older. The ad then has young girls come out and

do things like a girl. They put all of their effort into the instructions and prove that

when you do anything like a girl it should not be perceived as an insult, but is

instead something to be proud of.

Above a young adult woman runs like a girl in the Always: This Like A Girl commercial
debuted during the 2015 Super Bowl (Source: Samakow, 2014).

Traditionally, many Super Bowl commercials targeting women were

targeting moms, and these moms were depicted as super moms, because they

11
bought the best game day food for their sons and husbands. The Like A Girl

advertisement was different, yet it ranked as the top digital campaign of the Super

Bowl by Adobe, and the ad was the most mentioned ad on social media platforms of

the entire Super Bowl (Berman, 2015).

Femvertising is a strategy all marketers and advertisers need to understand

fully to be able to communicate well to women. It is proven to work by many

companies and many studies, especially those companies with a strong female

target market. Women want to see people in commercials that put less pressure on

them to conform to a specific type of woman. Several studies found that consumers

take advertising stereotypes into account when evaluating advertising messages

and that challenging them can, in fact, increase ad and brand attitudes, while also

promoting positive societal change (kestam, Rosengren, & Dahlen, 2017).

The success of femvertising can be seen in contrasting the way the following

products were marketed and advertised toward women.

Womens Lingerie and Underwear

Victorias Secret is commonly known for using the comparison and

competition method, while American Eagles Aerie brand recently launched their

Photoshop-free Get Real, Think Real campaign.

12
 Above, is a Victorias Secret ad from their perfect body campaign, (Source: Time, 2014).

Victorias Secret has successfully sold products using models portrayed as

the ideal woman, but the company has received backlash and criticism for one of

their most recent campaigns: the Perfect Body campaign. The campaign was

composed of Victorias Secrets traditional models, the Angels, who are all of a

similar body type: tall, thin and beautiful. Built upon the ideal woman of the day,

Victoria Secret assumed their consumers would see the advertisements, associate

their product with their ideal woman and be inclined to buy the product. This

method is the same approach Joanne Meyerowitz discussed in her work Not June

Cleaver, Women and Gender in Postwar America, simply set in a current time. This

campaign sparked such notable internet controversy, that a Change.org petition to

pull the campaign or change the name received over 27,000 signatures (Bahadur,

2014). Aside from the negative brand image this caused Victorias Secret, their

direct sales have been dropping since this campaign launched in 2014, and fell 7.2%

in the last quarter of 2016 alone (Wahba, 2017).

13
 #AerieReal ad shown above, displaying an unphotoshopped model.
(Source: Huffington Post, 2014).

Shortly after the Perfect Body campaign launched, American Eagles Aerie

launched their Get Real, Think Real campaign, a photoshop-free campaign, built

around multiple women with different body types, which was met with praise from

critics (Dockterman, 2014). Aerie was praised for incorporating women of all sizes,

body types, and ethnicities in their ads, as compared to more traditional ads from

other brands that primarily showcased skinny, thin models, of similar appearance

with little diversity. Aerie wanted to step away from traditional appeals to women,

and instead wanted to have an ad campaign that felt more authentic with real

women. Women empowerment is becoming a more popular trend in advertising to

women today and the numbers that came in after Aeries monumental decision

advertise their products using unedited, un-photoshopped models, speak for

themselves. After implementing the campaign, the companys sales increased by 9%

in the last quarter (Masaryk, 2014).

14
 Consumer response to the #AerieReal campaign. (Source: Twitter, 2016).

Womens Body Wash

Another example of a product being sold using both broad categories seen in

advertising to women (and one category positively impacting women more than the

other) can be seen in body wash brands. Traditionally, when advertising body wash

to women, many companies sell an ideal experience to women, rather than simply

selling a product through brand image, core values, etc. This can be seen in brands

such as Caress, Suave, Dial, and Olay, who use the advertising tactic of portraying the

ideal, beautiful woman, smiling and laughing in the shower.

15
An ad used by Dove previous to the start of their Real Beauty campaign, using a thin white woman to
advertise their soap. (Source: Dove, 2010)

Conversely, Dove created a buzz-worthy campaign called the Real Beauty

Campaign. The video was shared 3.74 million times in its first month, and had a

share ratio of 1 share for every 30 views, making it the most viral ad campaign of all

time, (Stampler, 2013). The ad focused less on the product for sale and more on

boosting their brand as a whole. By showcasing real women of all ethnicities, age,

shapes and sizes, the ad created a more authentic brand, rather than a typical ideal

body wash womens advertisement. While other body wash brands have not seen

negative results from their advertising, the positive viral reaction that followed

Doves campaign proved that the company made the right decision to use

empowerment advertising. When advertisers do not adequately create messages

favorably to women when selling products for women, they end up leaving money

16
on the table because they insist on still holding on to outdated perceptions and

strategies.

An ad from Doves Real Beauty campaign as shown above. (Source: Dove.com, 2017)

Food Industry Advertising

Food brands also illustrate a sharp contrast between the two methods of

advertising. Hardees and Carls Jr. have a long history of overly sexualized

advertisements, that portray beautiful white women seductively eating burgers. The

most famous of these ads feature Kate Upton, Paris Hilton and Kim Kardashian

(Jones & Myer, 2017).

After years of consumer backlash, and with other major brands stepping

toward women empowerment, Hardees and Carl's Jr. were forced to reinvent their

brand (Diaz, 2017). After a poll showed that the company's advertisements were

viewed as offensive and irritating, the company released their Food, not Boobs

campaign, which aims to poke fun at their old tactics (Diaz, 2017). While Hardees

and Carl's Jr. do not apologize for their previous overtly sexualized campaigns and

17
refute the claims that they hurt their brand, they said that in order to keep up with

other food sales, they needed to revamp their image, (Diaz, 2017).

Above is a Carls Jr. advertisement using overtly sexualized women to sell their burgers to men. (Source:
Daily Mail, 2015)

Carls Jr. pokes fun at previous sexy ads, as shown above in a screenshot from one of their
most recent commercials. (Source: AdWeek, 2017)

By comparison, at the start of the fourth-quarter of 2017, General Mills' U.S.

retail yogurt business sales had fallen 7 percent, and the company was looking for a

18
way rebuild sales (Wohl, 2017). After survey results stated that 75 percent of

mothers said they wished they would receive less judgment in advertising, Yoplait

decided to address typical criticisms toward women, particularly mothers, with

their Youve Got This! Mom On campaign (Coffee, 2017). Yoplaits marketing

communications senior manager, Susan Pitt, commented on the issue of how moms

are portrayed in the media, stating, When we talk to moms, judgment, especially on

social media, comes up frequently. Pitt continued her statement by saying, We

know it [social criticisms and judgment] makes a hard job even harder and we want

to surround moms with support and encouragement. The final results of this

campaign have not been released, as the fourth-quarter of 2017 is just coming to an

end. However, one can assume that because of the speed in which the video is

circulating on the internet, they are not likely to disappoint. The campaign has

earned over 5 million YouTube hits and positive feedback in the four months since it

aired (YouTube, 2017).

Yoplait explains that the first rule of motherhood is that someones always judging, as seen
above in a screenshot from a commercial from their most recent ad campaign.
(Source: Huffington Post, 2017).

19
 The examples above show the success in sales and brand image found in the

current trend of advertising from brands that target women. They are shifting away

from the comparison and competition method, and are now moving toward the

women empowerment movement. The new shift in advertising strategic creative

styles can be closely tied with the social movements and trends of the day.

Future Application

What an advertiser can gather from the positive reactions to and success of

women empowerment advertisements is the importance of observing and

responding to social trends. When advertising to any group, including women, it is

critical to know what they are wanting to see. The push of feminist ideas over the

last decade has shaped many of the young female consumers to view women as

partners and friends, not competition. Women also come in all shapes, sizes, age and

ethnicities and they want to see that reflected in communication targeted to them.

A simple way to observe upcoming social trends is by watching social media.

Facebook, for example has over 1.5 billion active users, Twitter has 270 million, 60

million photos are uploaded to Instagram daily, and YouTube receives an average 4

billion views a day--which equals over 46,000 views per second (Wellons, 2014).

Each of these sites contain trend trackers, which feature the most popular

discussions at the moment. The growing popularity of social media has made it

easier than ever to track social and societal trends.

When looking to the future, we suggest that advertisers learn from the

success of observing and using the trends of women empowerment and apply that

20
knowledge to advertising to people in general including men. While the

stereotypical role of women in advertising is changing through the use of

femvertising, men have not experienced the same phenomenon while being

advertised to.

Tide is one brand that took a leap out in this direction with their Dad-Mom

campaign, that highlighted several different stay-at-home dads. This approach

reflects the changing roles of men in the home. Although the campaign mostly

received praise, there were a few who wished it wouldnt have been named the

Dad-Mom campaign, as they believed it was still pushing that at the end of the day

the nurturing, home-keeping role belonged to the mother (Cochran, 2011).

The shift seen in advertising to women shows that advertisers are listening

more to female consumers, and are seeing positive results from the group that

makes up 60 - 80% of the entire consumer market. It would be prudent for

advertisers to become more observant to all types of consumer groups including

men, in order to be able to better promote their goods, services and ideas to them.

Best practices for watching and applying trends to avoid sexism in

advertisements

Hire people specifically to stay ahead of social and popular trends among all types

of consumer groups. Special attention should be paid to trending actors and

actresses, athletes, musicians, and politicians, since they have such a strong

influence on ordinary people.

Hire trending celebrities to endorse your brand before they infiltrate the

mainstream media and are over-exposed.

21
 Dont demean men in advertisements in the same women have been treated in

former years.

Advertisers should avoid the incompetent dad advertisements.

Depict a wider variety of men and avoid using only muscular male

models.

Stop promoting the stereotype that men cannot have or show emotions.

It is okay to have a campaign for men that shows men exhibiting emotions

traditionally considered feminine such as crying.

Diversify the career roles of men as well. Show some men with careers

outside of the big business sector. Advertisers should show males in

different roles such as dancers, artists, fashion designers and stay at home

dads.

Avoid photoshopping your models or altering their physical appearance.

Incorporate people from diverse cultures in advertisements inn positive ways.

Ignoring some consumers can impact brands negatively as the ignored group feels

they are not valued consumers.

Dont shy away from speaking candidly about traditional gender roles in your

advertisements, and show that your campaign is challenging those stereotypes.

Celebrate all body types, remembering to avoid body-shaming on both sides,

skinny or curvy.

Do not assume beautiful women or men as only of a certain age. Advertisers

should show the beauty in aging, where appropriate.

22
 Joan Didion, for example, became the face of French luxury fashion

brand, Cline, at the age of 82.

Conclusion

Traditionally, comparison and competition advertisements have seen

success, but changing trends have led to women reacting more positively to

advertisements that empower women. Marketers and advertisers will be successful

if they pay close attention to trends, push inclusivity and avoid traditional stigmas

and stereotypes. Currently femvertising is more successful than comparison and

competition advertisements, but the past shows that femvertising will likely not

work forever. No one approach of advertising will work forever due to the fluidity of

culture, desires, expectations and aspirations. It is important to always try to foresee

how women might react to ads that are directed toward them.

23
 References

kestam N, Rosengren S, Dahlen M. Advertising like a girl: Toward a better

understanding of femvertising and its effects. Psychol Mark. 2017;34:795
806.
https://doi.org/10.1002/mar.21023

Berman, J. (2015, February 02). Why That 'Like A Girl' Super Bowl Ad Was So
Groundbreaking. Retrieved September 07, 2017, from
http://www.huffingtonpost.com/2015/02/02/always-super-bowl-
ad_n_6598328.html

Brennan, B. (2015, January 21). Top 10 Things Everyone Should Know About Women
Consumers. Retrieved September 08, 2017, from
https://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-
should-know-about-women-consumers/

Bologna, C. (2017, June 26). This Yoplait Ad Goes Out To Every Mom Who's Been
Judged. Retrieved September 21, 2017, from
http://www.huffingtonpost.com/entry/this-yoplait-ad-goes-out-to-every-mom-
whos-been-judged_us_594dc22be4b02734df2a88d2

Coca-Cola Journey. (n.d.). Retrieved September 21, 2017, from http://www.coca-

colacompany.com/commitment/economic-
opportunity?utm_source=PdSearch&utm_medium=PPC&utm_campaign=%7Bca
mpaign%7D&utm_term=cocacola website

Cochran, A. (2011, November 17). Flap over Tide ads glorifying stay-at-home dad.
Retrieved September 11, 2017, from https://www.cbsnews.com/news/flap-over-
tide-ads-glorifying-stay-at-home-dad/

Dahln, M., & Rosengren, S. (2016). If advertising wont die, what will it
be? Toward a working denition of advertising. Journal of Advertising.
https://doi.org/10.1080/00913367.2016.1172387

Dahln, M., Rosengren, S., & Smit, E. (2014). Why the marketers view
matters as much as the message: Speaking down to the consumer speaks
badly to a brands image. Journal of Advertising Research, 54(3), 304312.

Diaz., A. (2017, March 29). It's 'Food, Not Boobs' in Carl's Jr. and Hardees' Brand

24
 Refresh. Retrieved September 08, 2017, from http://adage.com/article/cmo-
strategy/food-boobs-carl-s-jr-hardees/308464/

Dockterman, E. (2014, January 17). American Eagle No Photoshop Aerie Lingerie

Campaign. Retrieved September 08, 2017, from http://time.com/1187/american-
eagle-ditches-photoshop-for-new-lingerie-campaign/

Dove Campaigns. (n.d.). Retrieved September 21, 2017, from

https://www.dove.com/us/en/stories/campaigns.html

Henderson-King, D., Henderson-King, E., & Hoffmann, L. (2001). Media

images and womens self-evaluations: Social context and importance of
attractiveness as moderators. Personality and Social Psychology Bulletin,
27(11), 14071416.

Holt, Jennifer. (2014) The Ideal Woman. Retrieved September 07, 2017, from
https://www.csustan.edu/sites/default/files/honors/documents/journals/soundings/
Holt.pdf

Instagram post by Zendaya Oct 21, 2015 at 2:49am UTC. (n.d.). Retrieved September
21, 2017, from https://www.instagram.com/p/9FV2sdJmOk/

Jones, C., & Meyer, Z. (2017, March 29). Sexy Burger Girls? No longer at Carl's Jr. and
Hardee's. Retrieved September 08, 2017, from
https://www.usatoday.com/story/money/2017/03/29/sexy-burger-girls-no-longer-
carls-jr-and-hardees/99595086/

Krupnick, E. (2014, January 17). Aerie's Unretouched Ads 'Challenge Supermodel

Standards' For Young Women. Retrieved September 21, 2017, from
http://www.huffingtonpost.com/2014/01/17/aerie-unretouched-ads-
photos_n_4618139.html

Kyrousi, A., Panigyrakis, G., & Panopoulos, A. (2016). Attitudes toward ads portraying
women in decorative roles and female competition: An evolutionary psychology
perspective.International Journal of Advertising, 35(5), 771-798. doi:
10.1080/02650487.2016.1138576

Masaryk, H. (2014, November 04). When This Lingerie Brand Stopped Photoshopping
Models, Sales Shot Up 9%. Retrieved September 08, 2017, from
http://www.adweek.com/brand-marketing/when-lingerie-brand-stopped-
photoshopping-models-sales-went-through-roof-161224/

Silverstein, M., & Sayre, K. (2009, September). The Female Economy. Retrieved
October

25
 24, 2017, from https://hbr.org/2009/09/the-female-economy

P. (2017, March 30). Outgoing Carl's Jr. CEO Says Sexy Ads No Longer 'Have as Much
of an Impact'. Retrieved September 21, 2017, from
http://www.adweek.com/brand-marketing/outgoing-carls-jr-ceo-says-sexy-
ads-
no-longer-have-as-much-of-an-impact/

P. (2017, June 20). Sassy Yoplait Campaign Encourages Moms to Ignore the Haters-and
Keep Breastfeeding in Public. Retrieved September 08, 2017, from
http://www.adweek.com/brand-marketing/sassy-yoplait-campaign-encourages-
moms-to-ignore-the-haters-and-keep-breastfeeding-in-public/

Samakow, J. (2014, June 26). Proof That We're Not Born Thinking Doing Things 'Like A
Girl' Is A Bad Thing. Retrieved September 21, 2017, from http://
www.huffingtonpost.com/2014/06/26/like-a-girl-campaign_n_5533810.html

Stampler, L. (2013, May 22). How Dove's 'Real Beauty Sketches' Became The Most
Viral Video Ad Of All Time. Retrieved September 08, 2017, from
http://www.businessinsider.com/how-doves-real-beauty-sketches-became-the-
most-viral-ad-video-of-all-time-2013-5

Wellons, M. C. (2014, October 02). 11 key predictions on the future of social media.
Retrieved September 11, 2017, from https://www.cnbc.com/2014/10/02/11-
predictions-on-the-future-of-social-media.html#.

Winesett, A. (n.d.). The Movement. Retrieved September 20, 2017, from

https://www.3percentmovement.com/movement

Zmuda., N. (2011, February 21). Skinny Pepsi Can Launch Is Heavy With Controversy.
Retrieved September 07, 2017, from http://adage.com/article/news/skinny-pepsi-
launch-heavy-controversy/148982/

26