This thesis explored how young women in Sweden emotionally responded to and evaluated female empowerment advertisements. The aim was to understand how women emotionally responded to female empowerment advertisements and how these emotional responses related to their evaluations of them. A qualitative approach was used, utilizing semi-structured interviews. Six women between the ages of 20 and 26 were interviewed. 

The findings suggest that the characteristics of a female empowerment advertisement shape the emotional responses of women. Diverse and inclusive advertisements are better at evoking positive emotions, whereas ‘stereotypical’ advertisements are more likely to lead to negative emotions. Emotional responses are more likely to be positive if the advertisement is congruent with the actual self of the woman. Perceptions of authenticity, genuineness, and realism mean the likelihood of positive emotional responses. The findings suggest that female empowerment advertisements, emotional responses, and evaluations are in a non-linear and mutually shaping relationship. Initial emotional responses may change, and women may also possess contrasting mixed emotions, meaning that emotions are unreliable predictors of evaluations. The relationship between emotional responses and evaluations is shaped by broader considerations such as self-congruence, emotional connection, authenticity, realism, and skepticism.

This study contributes to the understanding of the relationship between emotional responses, evaluations, and female empowerment advertisements by proposing a conceptual model that illustrates the relationship between the three concepts, as well as the additional considerations that shape said relationship.