Advertisements That Provide Positive Messages for Women

Contributed by: Hayley Sureck


According to CNN, Americans spend an average of about ten hours a day on the internet or watching television. During this period of time, we are subjected to all sorts of advertisements. It is up to the company placing the ad as to what kind of message they want to portray. Here, we have selected five advertisements that celebrate the power of women.


Dove –


Rather than having just one theme, Dove’s campaign focuses on a variety of messages. We love the fact that self-esteem is directly addressed in one of their campaigns. With social media largely influencing what society deems ‘the perfect body’,  there has been a major increase in the amount of girls and women who experience low self-esteem. With this in mind, seeing this successful company selling their products by using girls with diverse body-types is a great way to challenge this ‘perfect body’ idea.


Another awesome Dove campaign is the My Beauty My Say advertisements. This advertisement’s main goal is to curb judgements made about women based solely on their appearance.  Here, women are encouraged to share their own stories about defining beauty using #MyBeautyMySay.


Yet another campaign focuses on the ‘inner critic’. The ‘inner critic’, in Dove’s words, is the voice inside your head that may hinder us from bringing forth the confidence we all deserve. By using this theme, Dove hopes to get women to be in touch with their own inner critic and understand the ‘complicated relationship’ between that inner critic and beauty.


There are so many more amazing campaigns that Dove uses to help boost women in every way possible. Their great messages always put a positive light on women, which is crucial in today’s society. We recommend that each and everyone of you click on the link above and look through all of the other campaigns that Dove has out there!


Covergirl –


Covergirl is a brand whose name literally contains the word girl, so it is great to see that their advertisements send positive messages about girls/women. This specific commercial, however, is important for every girl out there. The Girls Can commercial features well-known women like Ellen DeGeneres, P!nk, Sofia Vergara, Queen Latifa, and more! Each women proves that the common stereotypes often held against women can be broken.


From this commercial alone, we hear the message that as women can do anything we set our minds to. There may be challenges along the way, but with hard work and perseverance, we can overcome! This message is amazing for women of all ages because it shows that it is never too early or too late to achieve those dreams.


Audi –


Some of you may have seen this commercial during the Super Bowl last year. All we have to say for the Audi ‘Daughters’ commercial is wow! The commercial is set at a race for homemade cars constructed by kids. The advertisement focuses on one racer: the only girl in the race. Her father is narrating as she passes boy after boy, eventually clenching the victory. Though the actions are generally happy, the father’s tone is worried. He is worried about his daughter being afforded the same opportunities that a man might get in the future.


The message that this commercial portrays is relevant to women in the workforce today. Women often find themselves valued both monetarily and capably less than men. This commercial questions that discrimination by asking if a father should tell his daughter to ‘value her grandfather over her grandmother’.


The fact that Audi is a brand that is well know across the globe makes this powerful call for equality especially resonate. If you haven’t seen this commercial yet, we suggest that you watch it!


Always –


For the most part, Always has portrayed women in a positive way in their advertisements. One of our favorite campaigns is the ‘Like A Girl’ campaign. This set of advertisements mainly uses sports to illustrate that women are just as capable as men by featuring girls who play sports like rugby, basketball, powerlifting, etc.


Seventy percent of girls claim that they believe that they shouldn’t be playing a sport. Since playing a sport is a critical way of building confidence, girls can find it hard to obtain confidence through athleticism because they often feel out of place. Always is working on, in their words, ‘rewriting the rules’ in order to make girls feel more comfortable when taking part in sporting events.


No matter the sport, and no matter the women, Always is there to show that us girls have what it takes. They are calling for all girls to keep on doing what they’re doing ‘Like A Girl’.


UN Women –


This set of graphics can be quite eye-opening to everyone. There are four pictures of women, each with a differing identity and cultural background. Over the mouth of the women is a a search bar that either says ‘women cannot’, ‘women shouldn’t’, ‘women should’, and ‘women need to’. Each of the results comes up as a negative stereotype that most women can relate to currently.


This campaign is important because it shows how unnecessary, yet prevalent, these stereotypes are. Though this advertisement is heavy, it serves as an incredibly impactful way of making everyone aware of these stereotypes. This is the first step to creating new and better representations of women: by making everyone aware that many current representations are a thing of the past. The ad itself is ironic because it’s portraying these stereotypes that should’ve been abandoned many years ago by channeling an internet theme (something that is pretty modern).


This campaign is fantastic, and deserves a whole lot of recognition.


Though the powerful and positive representation of women in advertising is a good thing, many argue that these efforts may be ‘watering down’ women’s empowerment. Their counterpoint is that brands are using feminist themes or ideals in their advertisements in order to sell the product, rather than actually believing in/supporting the cause. Since women make up the majority of consumers, they are a targeted audience for these brands. The companies use this fact to their advantage by making ads that tout women’s empowerment, however, are they putting their money where their mouth is? Does their corporate leadership include women from diverse backgrounds and identities? Do these companies support philanthropic efforts advocating for gender justice?


While these criticisms are valid, it is still incredibly important that women, in all of their diversity, are being portrayed and represented positively in the media. Each of these advertisements is just another step towards empowering more and more women in the forever-blooming movement of gender equality.

Felicia Gonzalez