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This paper seeks to identify the appreciation of women against the use of pro-feminist strategies in the advertising industry with a new advertising communication strategy: femvertising. Its main objective is to eliminate the pejorative or materialistic stereotypes of women, which for decades have been replicated and legitimized in advertising, this from a positive message that empowers women, inviting them to explore new roles and raise their self-esteem. The research takes as an example Ecuador and its capital, which are characterized by presenting high statistics of gender violence and sexism, information and data were obtained through a focus group, in which the stimuli generated by three advertising spots aligned were analyzed. to the trend of femvertising: "This is Us" by Nike, "Legacy" by Dove and "We change Bullying by Loving" from Nosotras Ecuador. [ABSTRACT FROM AUTHOR]