by Corbin Dameron, Emma Schoblocher, Taite Shomo, and Grace Vedock

Dior’s “We Should All Be Feminists” shirt sold on the Saks Fifth Avenue website for $710.

Overview

Grounding our analysis of advertising in feminist analyses of consumer culture, modern capitalism, and postfeminism, we have comprised a site that addresses postfeminism in the world of advertising. Click here for our brief introduction of postfeminism.

Site Organization: Themes and Stereotypes

We organized our website based on overarching themes we identified during our analysis of advertisements. Each thematic page defines specific terms, incorporates relevant literature, and analyzes advertisements according to paradigms we have identified as distinctly postfeminist.

“Empowerment”

“Reclaiming Feminist Stereotypes”

“Body Positivity”

Additionally, we have created a timeline which traces the development of advertising alongside feminist movements and backlashes to feminist activism.