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- W3142318979 abstract "The article analyzes the phenomenon of femvertising as a marketing and communication strategy aimed at women, ideologically inspired by feminisms, destroying gender stereotypes. It is contrasted with advertisements that exploit the female image, sexualize women or show women in the context of only domestic work. Based on the works of E. Becker-Herbie, M. Mendenez, K. Linder, as well as I. Goffman, the article analyzes female gender displays in advertising for the Russian audience. The repertoire of analyzed gender representations in advertising demonstrates the content of femvertising: from a set of social problems that oppress women to a broadcast discourse of strength, independence, solidarity and self-confidence. The question that remains open is whether femvertising can sell as well as it can mobilize a new generation of forward thinking." @default.
- W3142318979 created "2021-04-13" @default.
- W3142318979 creator A5017022015 @default.
- W3142318979 date "2021-03-30" @default.
- W3142318979 modified "2023-09-23" @default.
- W3142318979 title "Advertising Gender Performance: How Femvertising Represents Women" @default.
- W3142318979 doi "https://doi.org/10.19181/inter.2021.13.1.3" @default.
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