scientific conference of lau
Title How Brands Promote Feminist Ideas (Case Studies of Gillette and Reebok Promotional Campaigns)
Author Yulia V. Arkhipova
About the author
DOI 10.35853/UfH-RMP-2019-J06
Section Journalism, Advertising & Public Relations
Year Index UDK 659:396.1 Pages 346–354
Abstract The paper explores how contemporary advertising communication employs and actively promotes the ideas of feminism. Global brands perform the functions of mentoring and socio-cultural regulation, try to change social establishment and defend the idea of gender equality. This is related to changes in the marketing strategy – recognizing women as an active consumer segment in the category of commodities traditionally designed for men. A shift in marketing was followed by changes in the ideological paradigm. In their new advertising communication, Gillette and Reebok abandoned masculinity and established the female perspective – presented the male ideal through women’s eyes and allowed the woman to see herself through her own eyes, not men’s eyes. This way, both brands raised the issue of gender equality and offered the global public to discuss it in the reverse communication format – on official websites and social media. This research aims to track how advertisement can change social and cultural attitudes. Discourse analysis was selected as the main research method. Using a variety of verbal and visual semiotic units, advertisement builds a media reality that reacts to changes in social and cultural life very sensitively. Posting advertising messages on interactive venues turns the consumer into an active participant of the sense-making process and also makes them complicit in socio-cultural changes.
Keywords
  • feminism
  • social attitudes
  • gender stereotypes
  • advertising communication
  • reverse communication
For citation Arkhipova YuV. How Brands Promote Feminist Ideas (Case Studies of Gillette and Reebok Promotional Campaigns). In: Zaks LA, Semitko AP, Mitsek SA, et al. (еds.) Russian Man and Power in the Context of Dramatic Changes in Today’s World: Collection of academic papers from the 21st Russian scientific-practical conference (with international participation) (Yekaterinburg, April 12–13, 2019). Yekaterinburg: Liberal Arts University – University for Humanities; 2019. p. 346–354. Available from: doi:10.35853/UfHRMP-2019-J06.
License Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Article language russian
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Funding
Submitted 01.07.2019
Accepted 19.09.2019