Minutes

What happens when ads glamorize products and tie them to the ideals of womanhood? Psychologists explore how advertising shapes women’s self-perception—from body image to confidence and identity. 

In a systematic review of 95 peer-reviewed studies, researchers analyzed how different forms of advertising affect women’s psychology. They examined outcomes such as body image, self-esteem, self-objectification, and gender-role attitudes across decades of research. They also examined the effects of “femvertising,” i.e., advertising that aims to challenge gender stereotypes and empower women. 

Results? Traditional ads that idealize beauty and femininity consistently link to lower self-esteem, higher body dissatisfaction, and greater self-objectification. In today’s digital world, these effects grow stronger with constant exposure through personalized feeds. Femvertising, designed to empower women and challenge stereotypes, shows promise—but only when it feels genuine.  

The message is clear! Empowerment can’t be sold. It must be shown. Real progress happens when women see themselves represented as complex, capable, and real. The most empowering campaign isn’t one that sells beauty. It tells the truth.