Radical Feminist Theoretical Analysis

Within the parameters of this essay, I will explore the extent of the patriarchal society’s ability to apply hegemony in advertisements, shaping women’s subjectivities in order to reassert male dominance and female subordination. Radical feminist theory defines patriarchy as “a system of structures, institutions and ideology created by men in order to sustain and recreate male power and female subordination, ” located within a system of knowledge and language which constructs both masculinity and femininity in support of the establish power imbalance (Rowland & Klein, 1996, p.15-16). Through the application of the radical feminist theory, I argue that the hyper sexualized, unattainable and sexist beauty standards imposed on women by the patriarchy