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A recent strategy known as "femvertising" appears to seek to end the sexism that has always accompanied much of advertising. It not only proposes overcoming sexist paradigms, but also incorporates elements of female empowerment. However, it is not exempt from risks, given its ambivalent nature and the gender interests it invokes. This paper reflects on the theoretical aspects of "femvertising" and employs a case study as a way to approach this type of advertising, on which there is hardly any literature. The conclusions suggest that this is a complex phenomenon that requires deeper analysis in order to diagnose its commitment to equality. [ABSTRACT FROM AUTHOR]

Feminist frameworks have focused on gender inequality as the fundamental explanatory factor of male violence against women in union. This paper extends the analysis to contributions produced through social research. The approaches studied consider the personal characteristics of victims and aggressors (individual focus), the male-female power relationship within the couple (dyadic focus), and structural and symbolic factors (macro-social focus). An exploration of the respective contributions of these different perspectives shows that they offer only partial, inadequate approaches, given the multidimensional complexity of the problem. The main conclusions recognize that it is necessary to develop multi-level and inter-relational analytical frameworks such as the intersectional paradigm, in order to achieve a better understanding of the connection between gender inequality and male violence against women. [ABSTRACT FROM AUTHOR]