Advertising Gender Performance: How Femvertising Represents Women
Research Article
How to Cite
Panarina E.S. Advertising Gender Performance: How Femvertising Represents Women. Interaction. Interview. Interpretation. 2021. Vol. 13. No. 1. P. 63-88. DOI: https://doi.org/10.19181/inter.2021.13.1.3 (in Russ.).
Abstract
The article analyzes the phenomenon of femvertising as a marketing and communication strategy aimed at women, ideologically inspired by feminisms, destroying gender stereotypes. It is contrasted with advertisements that exploit the female image, sexualize women or show women in the context of only domestic work. Based on the works of E. Becker-Herbie, M. Mendenez, K. Linder, as well as I. Goffman, the article analyzes female gender displays in advertising for the Russian audience. The repertoire of analyzed gender representations in advertising demonstrates the content of femvertising: from a set of social problems that oppress women to a broadcast discourse of strength, independence, solidarity and self-confidence. The question that remains open is whether femvertising can sell as well as it can mobilize a new generation of forward thinking.
Keywords:
femvertising, gender performativity, gender stereotypes, gender display, pro-feminist advertising, image of a woman in advertising, marketing feminism
References
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Gill R. (2007) Postfeminist Media Culture: Elements of a Sensibility. European Journal of Cultural Studies. Vol. 10. No. 2. P. 147–166. DOI: https://doi.org/10.1177/1367549407075898
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Menéndez Menéndez M.I. (2019) Entre la cooptación y la resistencia: de la Femvertising a la Publicidad Profem. RECERCA. Revista De Pensament I Anàlisi. Vol. 34. No. 2. P. 15–38. DOI: http://dx.doi.org/10.6035/Recerca.2019.24.2.2
Mulvey L. (1989) Visual Pleasure and Narrative Cinema. Visual and Other Pleasures. London: Palgrave Macmillan. P. 14–26. DOI: https://doi.org/10.1007/978-1-349-19798-9_3
Plakoyiannaki E. et al. (2008) Images of Women in Online Advertisements of Global Products: Does Sexism Exist? Journal of Business Ethics. Vol. 83. Art. 101. DOI: https://doi.org/10.1007/s10551-007-9651-6
Prügl E. (2015) Neoliberalising Feminism. New Political Economy. Vol. 20. No. 4. P. 614–631. DOI: https://doi.org/10.1080/13563467.2014.951614
Sobande F. (2019) Woke-Washing: “Intersectional” Femvertising and Branding “Woke” Bravery. European Journal of Marketing. Vol. 54. No. 11. P. 2723–2745. DOI: https://doi.org/10.1108/EJM-02-2019-0134
Zdravomyslova E.A., Temkina A.A. (2015) 12 lekcij po gendernoj sociologii [12 Lectures on Sociology of Gender]. SPb.: EUSPb. 768 p. (In Russ.)
Belknap P., Leonard W.M. (1991) A Conceptual Replication and Extension of Erving Goffman's Study of Gender Advertisements. Sex Roles. Vol. 25. No. 3–4. P. 103–118. DOI: https://doi.org/10.1007/BF00289848
Bell P., Milic M. (2002) Goffman’s Gender Advertisements Revisited: Combining Content Analysis with Semiotic Analysis. Visual Communication. Vol. 1. No. 2. P. 203–222. DOI: https://doi.org/10.1177/147035720200100205
Bretl D.J., Cantor J. (1988) The Portrayal of Men and Women in US Television Commercials: A Recent Content Analysis and Trends over 15 Years. Sex Roles. Vol. 18. No. 9–10. P. 595–609. DOI: https://doi.org/10.1007/BF00287963
Cabrera S.A., Williams C.L. (2014) Consuming for the Social Good: Marketing, Consumer Citizenship, and the Possibilities of Ethical Consumption. Critical Sociology. Vol. 40. No. 3. P. 349–367. DOI: https://doi.org/10.1177%2F0896920512458599
Calogero R.M. (2004) A Test of Objectification Theory: The Effect of the Male Gaze on Appearance Concerns in College Women. Psychology of Women Quarterly. Vol. 28. No. 1. P. 16–21. DOI: https://doi.org/10.1111/j.1471-6402.2004.00118.x
Courtney A.E., Lockeretz S.W. (1971) A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements. Journal of Marketing Research. Vol. 8. No. 1. P. 92–95. DOI: https://doi.org/10.1177/002224377100800114
Eisend M. (2010) A Meta-Analysis of Gender Roles in Advertising. Journal of the Academy of Marketing Science. Vol. 38. No. 4. P. 418–440. DOI: https://doi.org/10.1007/s11747-009-0181-x
Franzwa H.H. (1975) Female Roles in Women's Magazine Fiction, 1940–1970. In: Unger R.K., Denmark F.L. (eds.) Women: Dependent or Independent Variable. New York: Psychological Dimensions. P. 42–53.
Fraser N., Arruzza C., Bhattacharya T. (2019) Feminism for the 99%: A Manifesto. London: Verso. 96 p.
Ganahl D.J., Prinsen T.J., Netzley S.B. (2003) A Content Analysis of Prime Time Commercials: A Contextual Framework of Gender Representation. Sex Roles. Vol. 49. No. 9–10. P. 545–551. DOI: https://doi.org/10.1023/A:1025893025658
Gapova E. (2016) Klassy nacij: feministskaya kritika naciostroitel'stva [Nation’s Classes: A Feminist Critique of the Nation-Building]. Moscow: Novoe literaturnoe obozrenie. 368 p. (In Russ.)
Gill R. (2007) Postfeminist Media Culture: Elements of a Sensibility. European Journal of Cultural Studies. Vol. 10. No. 2. P. 147–166. DOI: https://doi.org/10.1177/1367549407075898
Goffman E. (1976) Gender Advertisements. London: Palgrave. DOI: http://dx.doi.org/10.1007/978-1-349-16079-2
Hovland R. et al. (2005) Gender Role Portrayals in American and Korean Advertisements. Sex Roles. Vol. 53. No. 11–12. P. 887–899. DOI: https://doi.org/10.1007/s11199-005-8305-3
Lindner K. (2004) Images of Women in General Interest and Fashion Magazine Advertisements from 1955 to 2002. Sex Roles. Vol. 51. No. 7–8. P. 409–421. DOI: https://doi.org/10.1023/B:SERS.0000049230.86869.4d
Menéndez Menéndez M.I. (2019) Entre la cooptación y la resistencia: de la Femvertising a la Publicidad Profem. RECERCA. Revista De Pensament I Anàlisi. Vol. 34. No. 2. P. 15–38. DOI: http://dx.doi.org/10.6035/Recerca.2019.24.2.2
Mulvey L. (1989) Visual Pleasure and Narrative Cinema. Visual and Other Pleasures. London: Palgrave Macmillan. P. 14–26. DOI: https://doi.org/10.1007/978-1-349-19798-9_3
Plakoyiannaki E. et al. (2008) Images of Women in Online Advertisements of Global Products: Does Sexism Exist? Journal of Business Ethics. Vol. 83. Art. 101. DOI: https://doi.org/10.1007/s10551-007-9651-6
Prügl E. (2015) Neoliberalising Feminism. New Political Economy. Vol. 20. No. 4. P. 614–631. DOI: https://doi.org/10.1080/13563467.2014.951614
Sobande F. (2019) Woke-Washing: “Intersectional” Femvertising and Branding “Woke” Bravery. European Journal of Marketing. Vol. 54. No. 11. P. 2723–2745. DOI: https://doi.org/10.1108/EJM-02-2019-0134
Zdravomyslova E.A., Temkina A.A. (2015) 12 lekcij po gendernoj sociologii [12 Lectures on Sociology of Gender]. SPb.: EUSPb. 768 p. (In Russ.)
Article
Received: 18.11.2020
Accepted: 29.03.2021
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APA
Panarina, E. S. (2021). Advertising Gender Performance: How Femvertising Represents Women. Interaction. Interview. Interpretation, 13(1), 63-88. https://doi.org/10.19181/inter.2021.13.1.3
Section
Field work research
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