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Full-Text Articles in Feminist, Gender, and Sexuality Studies
(Un)Filtered Females: Exploring The Changing Representation Of Women In Cigarette Advertising, 1920-1940, Sophia Belyk
(Un)Filtered Females: Exploring The Changing Representation Of Women In Cigarette Advertising, 1920-1940, Sophia Belyk
SASAH 4th Year Capstone and Other Projects: Publications
Throughout the first half of twentieth century, the act of smoking transitioned from being an exclusively male to a predominantly female practice. Indeed, by the end of the twentieth century merely being female was considered a serious risk to developing a smoking habit. This cultural shift is reflected in contemporary cigarette advertising, in which women begin as attractive accessories to male smokers and gradually become depicted as smoking independently. These advertisements were actively engaged with the social worlds of the women they targeted, drawing upon their contemporary concerns and values, namely those of women’s liberation and an increased attention placed …
Pitching The Feminist Voice: A Critique Of Contemporary Consumer Feminism, Kate Hoad-Reddick
Pitching The Feminist Voice: A Critique Of Contemporary Consumer Feminism, Kate Hoad-Reddick
Electronic Thesis and Dissertation Repository
This dissertation’s object of study is the contemporary trend of femvertising, where seemingly pro-women sentiments are used to sell products. I argue that this commodified version of feminism is highly curated, superficial, and docile. The core question at the centre of this research is how commercial feminism—epitomized by the trend of femvertising—influences the feminist discursive field. Initially, I situate femvertising within the wider trend of consumer feminism and consider the implications of a marketplace that speaks the language of feminism. Then, through detailed content analysis of advertising by brands like Dove, Secret, CoverGirl, and Barbie, examples of this trend …