Return to search

Being "Like A Girl" in the Twenty-First Century: Branding and Identity Through Cultural Conversation

Branding exists at the intersection of culture and economics and is an increasingly important tool in distinguishing commodities. Over the past few years, more and more companies have started to use discourses of female empowerment, celebrating femininity, womanhood, and all things “girly” to sell their products - spiking sales, racking up millions of online views, and starting important conversations in the process. Procter & Gamble's “Like A Girl” campaign for Always creates a productive tension and way of thinking about both brand and buyer. The “Like A Girl” campaign is unique because it presents a feminist message to and about younger girls, a group that is often left out of broader discussions of feminism, and it creates a space for support, identification, and critical engagement with essentializations of the female body.

Identiferoai:union.ndltd.org:CLAREMONT/oai:scholarship.claremont.edu:scripps_theses-1550
Date01 January 2015
CreatorsCondon, Jane A
PublisherScholarship @ Claremont
Source SetsClaremont Colleges
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceScripps Senior Theses
Rights© 2014 Jane A. Condon

Page generated in 0.0017 seconds