Thesis advisor: Michael Serazio / This thesis explores the impact of femvertising on representations of women,
its relation to and conversation with third wave feminism as a growing social
movement, and its extension of a brand’s dedication to corporate social
responsibility. Feminist critical discourse analysis from a third wave perspective
was used to conduct qualitative visual and textual analysis of three different
femvertising campaigns: Dove’s “Campaign for Real Beauty,” Always’ “Like a Girl”
campaign, and Pantene’s “Shine Strong” campaign. Although femvertising diversifies
the representation of women and girls in the media by challenging restrictive
beauty standards and damaging rhetoric, it fails to accurately represent or reference
the third wave movement by shying away from the feminist label and omitting
mentions of intersectionality, sexuality, and storytelling. In addition, in order for
femvertising to seem genuine rather than manipulative, the campaign must reflect a
sustained effort on behalf of the brand to empower women and girls through
philanthropic efforts and organizational partnerships. / Thesis (BA) — Boston College, 2017. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: Departmental Honors. / Discipline: Communication.
| Identifer | oai:union.ndltd.org:BOSTON/oai:dlib.bc.edu:bc-ir_107483 |
| Date | January 2017 |
| Creators | Hunt, Alexandra Rae |
| Source Sets | Boston College |
| Language | English |
| Detected Language | English |
| Rights | Copyright is held by the author, with all rights reserved, unless otherwise noted. |
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