Chacel, Marcela Costa da CunhaVasconcelos, Amanda Lai Lee2019-11-262021-09-202019-11-262021-09-202019-11-19VASCONCELOS, Amanda Lai Lee. Empoderamento e Femvertising como estratégias de comunicação das marcas. 2019. 127f. Trabalho de Conclusão de Curso (Graduação ) - Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2019.https://repositorio.ufrn.br/handle/123456789/34488The present work discusses a woman and female advertising as brands' communication strategies to reach women, entering as a consumer public. To do so, at first think about the consumer society, the role of advertising and the rhetoric employed by capital. It then discusses branding, branding, and marketing 4.0. Based on these reflections, we study a woman as a highly profitable niche for brands and as strategies employed to reach consumers, reaching the central objective of this research. A research was made with the bibliographic method that allowed the construction of a discussion about the theories of the main authors as Maria Eduarda Rocha, Lívia Barbosa and Andrea Semprini. At the same time, it selects 13 brands that employ or use feminine and advertising communication during the period 2015-2020 on Instagram, Facebook and Youtube, and seven are able to correctly develop the advertising parameters and employ feminine or feminine, failed in their communications. brand. With a developed research, we pointed out that such strategies are configured in sales arguments and consumer appeal, allowing profitability. However, we also understand that, despite being benefited by consumption, these statistics are positive because they can be used as women correctly.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/consumomarcasmulheresfemvertisingempoderamento femininobachelorThesis