Title

Selling Feminism: How Female Empowerment Campaigns Employ Postfeminist Discourses

Document Type

Article

Publication Date

1-1-2020

Abstract

© 2019, Copyright © 2019, American Academy of Advertising. Femvertising messages are advertisements aimed at empowering women through pro-female messages, and they are celebrated by the industry. But recent critical research has found femvertisements that use postfeminist discourses, which both incorporate and repudiate feminist ideals, neutralizing feminism’s political force. Using qualitative (N = 26) and quantitative content analyses (N = 106), this study analyzed postfeminist articulations in award-winning femvertisements. Results showcase six commonly utilized discourses and elements of postfeminism: commodity feminism, individualization, self-surveillance, a new lens on the embrace of femininity, confidence cult(ure), and love your body. Two studies show how and how often disempowering discourses appear in female empowerment advertising.

Publication Name

Journal of Advertising

Volume Number

49

First Page

18

Last Page

33

Issue Number

1

DOI

10.1080/00913367.2019.1681035

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