Feminist perspectives in marketing

Past, present, and future

Authored by: Pauline Maclaran , Olga Kravets

The Routledge Companion to Critical Marketing

Print publication date:  September  2018
Online publication date:  September  2018

Print ISBN: 9781138641402
eBook ISBN: 9781315630526
Adobe ISBN:


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Feminist perspectives expose many gendered assumptions embedded in marketing and consumption phenomena, as well as the unequal power relations that underpin them. Initially critiques came from outside the marketing and consumer research disciplines, led by second-wave feminists in the 1960s and 70s. Activists such as Friedan (1963) saw marketers as being complicit in a patriarchal system (discussed below) that sought to manipulate and control women through domesticity. They targeted advertising in particular where negative female stereotypes abounded, stereotypes that served to reinforce passive, decorative models of femininity.

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