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1. 1. The Ambivalence of #Femvertising : Exploring the meeting between feminism and advertising through the audience lens

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Author : Lisa Dahlbeck Jalakas; [2016]
   Keywords : Femvertising; feminist advertising; commodity feminism; Dove; Always; Barbie; Verizon; brand activism; empowerment; audience engagement; ambivalence; political resource; marketing; Social Sciences;

   Abstract : This thesis explores the relationship between feminism and advertising from the individual woman's perspective. In-depth qualitative interviews with fourteen Swedish women have been conducted, in which a number of feminist advertisement videos have been viewed and discussed. READ MORE