Femvertising is an advertising trend that develops along with social, cultural, and political processes and is based on postfeminist ideas. These types of advertisements are primarily aimed at empowering women through the use of postfeminist concepts. The concept of commodity feminism is also important in the research of femvertisements, where advertising companies want to change postfeminist discourses for use in gaining market share in the advertising industry and for improving brand identity. Through my dissertation I explore the evolution of postfeminism, its main concepts, the positioning of postfeminism in the media environment, its connection with popular culture and commodity feminism, which acts as a basis for further research on femvertising. In the empirical part, with the help of tools offered by multimodal critical discourse analysis, I explore the representation of women in selected femvertisements by brands Always and Dove, the use of postfeminist concepts within texts and the connection with the theory of commodity feminism. When linking results of analysis to theory, I focus on ways of representing women in selected femvertisements, ways of using the concept of empowerment and other postfeminist concepts, and connecting femvertising with advertising strategies.
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