A Strategic Femvertising in Pakistani Top-Clothing Brands: An Analysis of Pseudo-Gendered Punchlines

Abstract

Increasing presence of females in media has given way to femvertising as emergent field of study. Marketers are in competition with their competitors and as a result they carve out unique punchlines. The emergence of feminism and its acceptance by large number of women impacted every field of life advertisement was no exception. Pakistani clothing brands adopt very controlled femvertising and adjust punchlines according to the local culture. This is a strategic move adopted by the clothing brands. A comparative analysis is conducted to find out the key differences in punchlines and for this purpose data is collected from unisex and gender specific clothing brands. The collected data is categorized according to the themes and it is presented in three phases for getting better insight and key differences. This data is analyzed according to Consumer Customer Theory (Arnould & Thompson, 2005) for which qualitative approach is adopted for better elaboration of the data. Males are presented as custodian of tradition and heir of continuity whereas women are presented as custodian of household works, event manager, food provider to the gatherings. Wherever feminists’ punchlines are formed they are collocated.