Details

The Cultural Politics of Femvertising

Selling Empowerment
Palgrave Studies in (Re)Presenting Gender

von: Joel Gwynne
117,69 €
Verlag:	Palgrave Macmillan
Format:	PDF
Veröffentl.:	18.05.2022
ISBN/EAN:	9783030991548
Sprache:	englisch
Anzahl Seiten:	237

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Beschreibungen

1. Introduction.<b>- Part I. </b><b>East Asia</b>.- 2. Victoria’s Secret Goes to China: The Failed Promise of Empowerment.- 3. “Beauty is Growing Up”: A Critical Case Study of Femvertising in Contemporary South Korea.- 4. Empowerment in the Pills: Reproductive Rights Postfeminist Rage in Modern China.- 5. Glocalization, Marketization and Politicisation: Femvertising at a Crossroad in China.-<b> Part II. </b><b>Anglo-America</b>.- 6. What does it take to be ‘Savage’?: Diversity, Empowerment and Representation in Rihanna’s Savage x Fenty Fashion Show.- 7. The Impact of Femvertising on Pink Breast Cancer Products in Australia.- 8. “Stay woke. Make moves” Branding for a Feminist Future Amidst Pandemic Precarity.- 9. “We Are What We Do”: Postfeminism and Nostalgia in Bank Femvertising.-<b> Part III. </b><b>South America</b>.- 10. The Femvertising of Beauty: Rhinoplasty of the Negroid Nose in Brazil.- 11. Femvertising and Commodity Feminism: The Brazilian Context. <div></div>

Autorenportrait

<div><p>Joel Gwynne teaches cultural studies and gender at the National Institute of Education, Singapore, where is also the Programme Leader for the MEd in English. He is the author and editor of several books on gender, cultural studies and film, including <i>Erotic Memoirs and Postfeminism: The Politics of Pleasure</i> (Palgrave Macmillan, 2013), <i>Postfeminism and Contemporary Hollywood Cinema</i> (Palgrave Macmillan, 2013), and <i>Ageing, Popular Culture and Contemporary Feminism: Harleys and Hormones</i> (Palgrave Macmillan, 2014).<br></p><div><p></p><div><br></div></div></div><div></div>

Back cover copy

This book addresses the merits and limitations of femvertising, explores the operations of advertising and commodity feminism in a global context, and presents case studies from Anglo-American, South American and East Asian national contexts. The range of topics include the femvertising of beauty products, contraception, lingerie, breast cancer awareness, financial services and corporate branding. Focusing on the ways in which neoliberalism and postfeminism interact with foundational issues of feminist politics, the chapters in this book situate global femvertising as a complex and exciting advertising strategy which holds the potential for social change amidst an uneasy cohabitation with capitalism and commercial culture.<div><br></div><div><b>Joel Gwynne</b> teaches cultural studies and gender at the National Institute of Education, Singapore, where is also the Programme Leader for the MEd in English. He is the author and editor of several books on gender, cultural studies and film, including <i>Erotic Memoirs and Postfeminism: The Politics of Pleasure</i> (Palgrave Macmillan, 2013), <i>Postfeminism and Contemporary Hollywood Cinema</i> (Palgrave Macmillan, 2013), and <i>Ageing, Popular Culture and Contemporary Feminism: Harleys and Hormones</i> (Palgrave Macmillan, 2014).<br></div>

Sonderbeitrag

Seeks to explore the merits and limitations of femvertising Explores the role of femvertising using global case studies Includes femvertising in various contexts, such as beauty products, period products and the YouTube channel StudyTube.