FEMVERTISING AND THE NEW ATTITUDE OF MASCULINITY IN PINK PRODUCTS
This study aimed to describe one of latest marketing concepts which is femvertising. This article investigated men's attitude on pink products in gender-based advertisements. This case doubted the male stereotype which was related to strong, handsome, and masculine. The data were collected from academic journals which became the bases of theoretical framework and from semi-structured interview with men to obtain the knowledge of femvertising effect on men's attitude which was traditionally described with hegemonic masculinity. The results showed that men's attitude on femvertising was described as new masculinity or as a different commitment in gender equality development.