The empowered consumer: advertising, gender and feminism

Abstract

Since the mid-1980s, advertisements, when developing gender representations, incorporate ideals broadly associated with feminism: freedom, autonomy and power. In this article, we present a case study about the advertising called Homenagem (tribute in English), created by Marisa Store, which is the target of intense protests by Femen Brazil and other feminist collectives. In response to protests, the brand broadcasted a video, but did not change its position, which displeased even more the consumers. We describe the narrative structure of the advertising; analyze the media coverage of the case, and the arguments of the protesters, in order to examine the contradictions and ambiguities of both the promotion of consumption and the logic of post-feminist criticism today. The research findings show how Brazilian feminist movements produced a relevant public debate by pointing out the existence of gender inequalities in the media and by creating a discussion about women's body, health, and diseases.