The practical approach is informed by visualising commodity feminism. By creating a campaign for a non-feminine or gender-neutral product, Colgate toothpaste. Feminist techniques applied will reference existing ‘femvertising’ campaigns.
The practical response makes a woman the main feature of the advertising campaign, which responds to 'femvertising' whilst tackling issues of female representation within mass media. The imagery focuses on a woman's face in relation to the product the campaign aims to sell, toothpaste. However, the imagery and representation is not sexualised or purely for the purpose to satisfy the 'male gaze'. Instead the campaign visualises how 'femvertising' and feminist techniques can be employed by a brand to promote commodification or benefit a brand's main purpose to sell a product or service.
Personal viewpoints and approaches to this subject have changed in response to this thesis and practical approach. ‘Femvertising’ plays no role in the fight for women’s equality if a brand doesn’t live up to feminist ideals. Instead ‘femvertising’ redefines the meaning of feminism in a dangerous way by diminishing it to a tagline and dumbing it down to a hashtag. It is difficult to see how feminist advertising is committed to structural change, since the appeal is to individuals rather than a collective movement. Women don’t need feminist advertising they need business’ to hire more women, implement diverse hiring strategies and have more female leadership roles.
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