This thesis aims to investigate three purpose-driven advertisements aimed to attract female consumers. The purpose is to analyze how women are visually represented, and what strategies are being used in order to reproduce or challenge gender stereotypes.  As well as lift this discussion around the differences between femvertising and femwashing. In order to, study this matter a multimodal analysis has been implemented. By analyzing different semiotic resources and multimodal discourses within the three commercials the paper presents knowledge of what communicative strategies are being used in order to create femvertising. This has been discussed with a theoretical base of partly stereotypes and consumer culture. A theoretical approach of neoliberal feminism is further applied in order to discuss the messy crossroads between the term femvertising and femwashing. The analysis is built upon three themes that further show a clear pattern regarding femvertising strategies and the concluded strategies consist of storytelling, personal bond, and an individualistic focus. The thesis concludes with a critical discussion of the implications femvertising has on a society built on capitalism. And the broad differences between feministic and capitalistic approaches.