Abstract

Recent developments in the media industry have introduced new trends across all sectors, including advertising. These changes have expanded the role of advertising beyond merely attracting consumers to actively shaping public perceptions of social reality. This study investigates and documents the use of contemporary advertising techniques, specifically femvertising, in Pakistani advertisements. Adopting a critical approach, the study seeks to answer how innovative methods like femvertising are being utilized in a traditional society such as Pakistan, which is characterized by deep-rooted social taboos. Additionally, it explores whether these techniques challenge the stereotypical roles and images associated with women as a marginalized segment of society.

A qualitative study on 12 video ads selected through purposive sampling technique is conducted on the issue of women empowerment. Purpose is to seek answer to the question that how advertiser use language and visual representation of women empowerment to challenge inequality and power in Pakistan. The study illuminates how these campaigns tackle pressing problems like domestic abuse and encourage resilience and self-empowerment, question the conventional gender roles, and stress the value of family support in fostering girls' dreams. Through qualitative content analysis of these commercials, the article aims to shed light on how advertising shapes public perceptions of women's strength and promotes a movement in culture toward gender equality. The findings reveal that these commercials are not only captivating and motivational, but they also stimulate discourse on women's rights, empowerment and ideology. This underscores the significant role that the media plays in influencing public opinion and advancing social change.