advances UMaine professor’s study about empowering advertisements reported on a new study published by a University of Maine professor that shows that while advertisements with themes of female empowerment are perceived as empowering by the women who viewed them, they do not lead to subjects thinking more about empowerment when put to the test. “Testing whether or not these empowerment-themed advertisements succeed in making women feel empowered is an important step toward encouraging companies to invest resources in creating messages that succeed beyond a nominal level,” said Amelia Couture Bue, assistant professor of media studies in the Department of Communication and Journalism at UMaine.