Empowertising


John Parrot/Stocktrek Images/Getty Images John Parrot/Stocktrek Images/Getty Images

Ads purporting to sell feminist empowerment might depict women in a better light than sexist ads of yore, but do they actually contribute to gender equality? Cristen and Caroline look at the history of using feminism to sell products to women and whether advertisers' intentions matter.

Episode Sources:

"Impact of Feminism" http://adage.com/article/adage-encyclopedia/feminism-impact/98471/

"Feminism gave rise to Superwoman in advertising" http://womensenews.org/2012/11/feminism-gave-rise-superwoman-in-advertising/

"A brief history of selling feminism" http://www.elle.com/culture/g8780/history-of-feminist-ads/

"The liberated women: Feminism and perfume advertising" http://madperfumista.com/2012/03/21/the-liberated-woman-feminism-and-perfume-advertising/

"Three ad agencies try to rebrand feminism" https://www.fastcodesign.com/3019921/three-ad-agencies-try-to-rebrand-feminism

"How ads that empower women are boosting sales and bettering the industry" http://www.adweek.com/news/advertising-branding/how-ads-empower-women-are-boosting-sales-and-bettering-industry-160539

"Here are the winners of the second annual #Femvertising Awards" http://www.adweek.com/news/advertising-branding/here-are-winners-second-annual-femvertising-awards-173697

"Femvertising: How brands are selling #empowerment to women" https://www.theguardian.com/lifeandstyle/2015/oct/12/femvertising-branded-feminism

"Beyond femvertising" http://www.becbrideson.com/blog/2016/5/8/ad-news-the-gender-issue-beyond-femvertising

"#Femvertising 2016: Why don't men care more about sexualized women in ads?" http://www.sheknows.com/living/articles/1128576/femvertising-awards-survey-results

"The feel-good female solidarity machine" http://www.bloomberg.com/features/2016-feel-good-female-solidarity-machine/

"Events for 'powerful women' don't empower anyone" http://nymag.com/thecut/2014/10/what-good-is-a-powerful-women-conference.html

"Cheeky video pokes fun at manipulative, cliched women's advertising" http://www.theglobeandmail.com/report-on-business/industry-news/marketing/cheeky-video-pokes-fun-at-manipulative-cliched-womens-advertising/article27113288/

Academic Insights:

"Madison Avenue versus The Feminine Mystique: How the advertising industry responded to the onset of the modern women's movement." Steve Craig. March 27, 1997. http://ruby.fgcu.edu/courses/tdugas/ids3301/acrobat/womensmovement.pdf