Femvertising in the Perception of Young Russian Women

Abstract

The peculiarities of the perception of the feminist communication agenda in the youth environment are revealed. The forms of presentation of "women's" themes through brand marketing strategies are clarified and the essence of "femvertising" is determined. The results of a study aimed at identifying the reactions of modern young Russians to feminist elements of advertising are presented. The conclusions formed in the work show the importance of the feminist agenda among the young population as an important factor in the formation of tolerance.