Research and Insights: Selling Feminism: How Female Empowerment Campaigns Employ Postfeminist Discourses
Pro-female advertisements, or femvertisements, receive praise for empowering women. But is that the message that’s actually received? Award-winning femvertisements often draw on the empowering messages contained within feminist ideals while also neutralizing the true political force of those ideals, thus undoing the work of feminism.
To better understand the impact of femvertisements, University of Florida College of Journalism and Communications Advertising Assistant Professor Kasey Windels and colleagues examined strategies used by advertisers seemingly to empower women.
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