John St.'s Latest Merciless Satire Just Destroys the Dove Style of Marketing to Women

'If she's crying, she's buying'

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The trend toward female empowerment ads—or so-called "femvertising"—has been largely celebrated both within and outside the ad industry, with brands like Dove and Always earning plaudits and prizes for their celebration of women. But there have been a few downsides as well.

First, many of the campaigns—particularly Dove's—have been subject to the criticism that they prey on the insecurities of women just to sell more stuff. And second, there's been an undeniable bandwagon aspect to the genre, with some brands cynically embracing pro-woman themes with messaging that feels more calculated than heartfelt.

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