The Cultural Politics of Femvertising: Selling Empowerment

This book addresses the merits and limitations of femvertising, explores the operations of advertising and commodity feminism in a global context, and presents case studies from Anglo-American, South American and East Asian national contexts. The range of topics include the femvertising of beauty products, contraception, lingerie, breast cancer awareness, financial services and corporate branding. Focusing on the ways in which neoliberalism and postfeminism interact with foundational issues of feminist politics, the chapters in this book situate global femvertising as a complex and exciting advertising strategy which holds the potential for social change amidst an uneasy cohabitation with capitalism and commercial culture.