It is known that women's attitudes towards advertising are influenced by the changes that occurred during the waves of feminism (Gavey, 2012). For example, in the second wave of feminism in the 1970s, a period when the advertising industry increased its influence, the way women were depicted in advertisements was strongly criticized. In particular, the portrayal of women as sexual objects, detached from professional life, or solely concerned with the home constituted the main source of criticism (Huhmann and Limbu, 2018). Because feminist movements, especially female consumers, have influenced attitudes towards advertising, practitioners have long been turning to femvertising in their advertisements; and academics have also begun to incorporate femvertizing into their research. Based on this, a systematic study has been designed that includes the conceptualization and definition of femvertizing, its relationship with different structures, and the examination of epistemological methods in research, which forms the subject of this book.

This study systematically examines the existing body of knowledge regarding femvertising and seeks answers to a number of research questions (A.S.):

A.S.1. What is femvertising and how is it defined?

A.S.2. What are the theories that explain femvertising?

A.S.3. What is the epistemological orientation in femvertising research?

A.S.4. What are the main methods used in femvertising research?

A.S.5. What are the concepts/structures associated with femvertising?