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La Femvertising ha aparecido con fuerza en los ultimos anos como una estrategia de comunicacion persuasiva que intenta eliminar los estereotipos de genero al tiempo que trabaja por el empoderamiento de las consumidoras. Sin embargo, el caracter esencialmente comercial de la publicidad plantea dudas sobre sus verdaderos fines. Si bien deberian tender al cambio social, siempre emerge la sospecha ante la posible instrumentalizacion del feminismo en funcion de objetivos comerciales. El presente articulo pretende contribuir a paliar la escasez de bibliografia especializada sobre Femvertising , por lo que comienza por ofrecer antecedentes de este tipo de publicidad, plantea luego los nudos teoricos que deben abordarse desde la filosofia feminista y, finalmente, construye una metodologia para analizar o disenar publicidad que genere feminismo ( Advertising Profem o Publicidad Profem ), enfoque mas adecuado para los intereses de genero que la definicion como publicidad feminista . ‘Femvertising’ has gained relevance in the last few years as a strategy of persuasive communication that tries to eliminate gender stereotypes while promoting the empowerment of female consumers. However, the essentially commercial quality of advertising raises doubts about its actual aims. Although ‘femvertising’ is supposed to tend towards social change, there is always some suspicion about its instrumentalization of feminism for commercial purposes. This paper tries to fill a gap within the specialized bibliography on ‘femvertising’. In order to do so, it revises its origins, it explores its main theoretical keys from the point of view of feminist philosophy and, finally, it elaborates a method to analyze or design a type of ‘advertising that generates feminism’, which we have dubbed ‘profem advertising’, taking an approach that seems to be more useful for gender-based interests than the more problematic definition of ‘feminist advertising’.

Entre la cooptación y la resistencia: de la Femvertising a la Publicidad Profem