Overview

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.

Full Product Details

Author:   Joel Gwynne
Publisher:   Springer Nature Switzerland AG
Imprint:   Springer Nature Switzerland AG
Edition:   1st ed. 2022
Weight:   0.457kg
ISBN:  

9783030991531

ISBN 10:   3030991539
Pages:   237
Publication Date:   19 May 2022
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

1. Introduction.East Asia.2. Victoria’s Secret Goes to China: The Failed Promise of Empowerment.3. “Beauty is Growing Up”: A Critical Case Study of Femvertising in ContemporarySouth Korea.- 4. Empowerment in the Pills: Reproductive Rights Postfeminist Rage in Modern China.5. Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China.Anglo-America.6. What does it take to be ‘Savage’?: Diversity, Empowerment and Representation in Rihanna’s Savage x Fenty Fashion Show.7. The Impact of Femvertising on Pink Breast Cancer Products in Australia.8. “Stay woke. Make moves” Branding for a Feminist Future Amidst Pandemic Precarity.9. “We Are What We Do”: Postfeminism and Nostalgia in Bank Femvertising.South America.10. The Femvertising of Beauty: Rhinoplasty of the Negroid Nose in Brazil.11. Femvertising and Commodity Feminism: The Brazilian Context. 

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Author Information

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).

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