@article{article_1669356, title={Femvertising as a Brand Activism Tool: An Analysis of the Film Barbie}, journal={Galatasaray Üniversitesi İletişim Dergisi}, pages={191–214}, year={2025}, DOI={10.16878/gsuilet.1669356}, url={https://izlik.org/JA96AC45GU}, author={Yılmaz Sert, Nuray and Çevik Ergin, Tuba and Yılmaz, Ebru and Kopuz, Semih}, keywords={Advertising, Activism, Brand activism, Femvertising, Barbie}, abstract={Femvertising is an advertising approach positioned within the context of brand activism and one that integrates feminism into marketing processes. Such strategies not only bring social issues such as gender equality and women’s rights to the forefront but also intersect with the commercial concerns of brands. The aim of this study is to examine how feminist advertising strategies, known as femvertising, are integrated into the film Barbie within the framework of brand activism and to analyze them considering the existing literature. The limited number of studies on the representation of femvertising in cinematic narratives makes this research significant and contributes to the literature in this context. The study demonstrates that femvertising is not merely a marketing tool but a powerful strategy that brings social issues onto the agenda and has the potential to foster change in these areas, while also underlining the need for critical evaluations. In the research, descriptive analysis, one of the qualitative research methods, was employed, and the data obtained were interpreted according to predetermined themes.}, number={43}, organization={This study received no financial support from any institution, organization, or funding agency.}