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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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4.2d Post-Femvertising: How Award-Winning Femvertising Messages Draw upon Elements of Post-Feminist Discourse

Saturday, March 30, 2019 at 8:30 AM–10:00 AM CDT
2-Normandy B

Femvertising messages are advertisements that aim to empower women through pro-female messages, and the category has grown tremendously since the success of the Dove Campaign for Real Beauty. The industry has celebrated the new category with several new awards, and consumers share the messages of empowerment through social media. However, some research has shown that these messages use post-feminist discourses, which draw on feminist signifiers, strip them of their political meaning, and use those messages in the service of selling. Using a feminist critical standpoint and textual analysis, this study analyzes the 26 campaigns that have won #Femvertising Awards since 2015, seeking to determine whether and which elements of post-feminist discourse were used in these award-winning femvertising campaigns. A deep understanding of the potential flaws in these otherwise powerful emotional messages is necessary if advertising wishes truly to empower women with femvertising messages.

First & Corresponding Author

Kasey Windels, University of Florida
Authors in the order to be printed.

Kasey Windels, University of Florida; Sara Champlin, University of North Texas; Summer Shelton, University of Florida; Yvette Sterbenk, Ithaca College

Additional Authors

Sara Champlin, University of North Texas
Summer Shelton, University of Florida
Yvette Sterbenk, Ithaca College