Reflection on COP 3 Project

Through this essay and practical response knowledge of feminism has been gained, in particular knowledge on feminist controversy such as ‘femvertising’ backlash, feminisms exploitation for commercial purposes and ultimately how some brands do use feminism or feminist ideologies in advertisements to fulfil their main purpose, to sell.

It was learnt that ‘femvertising’ can be found empowering, and that it does help to promote and improve the visibility of feminism but is sometimes not represented in a positive light. ‘Femvertising’ can be fake, degrading and sexist towards women which leads to backlash. Companies brand themselves as ‘feminist’ through catchy slogans and hashtags promoting empowerment and getting women to share campaigns via social media. Brands sell the idea that confidence and self-esteem are what women lack. This ignores analysis of gender inequality in favour of feeling good. Feminist advertising does not reflect core ideology it is only used as an effective marketing tool. Feminism is also not about individual women, instead it’s collective. Advertising can’t speak to collective politics because it targets an individual consumer.

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.

In conjunction with gender stereotypes, the feminist theory of commodity feminism holds important ties to ‘femvertising’. Since the introduction of commodity feminism, advertisers have been attempting to tie the emancipation of women to the sale of corporate goods and services.  Commodity feminism is redefining feminism through consumerism and purchase behaviour. Commodity feminism insinuates that in order for a woman to be powerful, a core feminist ideal she must first make a purchase and her worth is controlled by making the correct consumer choices.