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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 …