The Cultural Politics of Femvertising: Selling Empowerment (Palgrave Studies in (Re)Presenting Gender)

Joel Gwynne (Editor)

$129.99

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Publication Date: May 19th, 2022

Publisher:

Palgrave MacMillan

ISBN:

9783030991531

Pages:

237

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Description

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.

About the Author

Joel Gwynne teaches cultural studies and gender at the National Institute of Education, Singapore, where is also the Programme Leader for the MEd in English. He is the author and editor of several books on gender, cultural studies and film, including Erotic Memoirs and Postfeminism: The Politics of Pleasure (Palgrave Macmillan, 2013), Postfeminism and Contemporary Hollywood Cinema (Palgrave Macmillan, 2013), and Ageing, Popular Culture and Contemporary Feminism: Harleys and Hormones (Palgrave Macmillan, 2014).

The Cultural Politics of Femvertising: Selling Empowerment (Palgrave Studies in (Re)Presenting Gender)

Description

About the Author

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