Third Wave Feminism and Advertising
In this essay, I intend to analyse the language and images of two magazine advertisements that use a woman to sell a product. With a view of third-wave feminism and micro politics, I will ascertain if there is a politic present in the delivery of the message.
Third wave feminists strive to raise consciousness about gender equality within society, especially the workplace. They also rebel against the generalised image perceived by society of how a woman should be, namely: feminine, submissive, weak, passive, intuitive and emotional. This is contrasting to what men are generally perceived to be, namely: masculine, dominant, strong, aggressive, intelligent, rational and active. Feminists also rival the ideas of what woman should be interested in (Macdonald 2006). Feminists today criticise the previous generation of feminists, namely the second wave, of not fulfilling their goals. Third wave feminists have also been criticised because they do not have a common aim very different to that of the second wave feminists, some have called third wave feminism ‘second wave, part two.’ (Burr 2007).
Magazine advertisements like all other forms of printed media reach millions of people daily and are considered to be very successful. They have a longer life, i.e. they can be kept for an undecided amount of time, because they are more tangible than other forms of advertising - like outdoor, television and radio advertising. They can also be used as reference in future conversations (Kang 1997).
The advertisements I chose, advertise products that are bought and used by both women and men. They were taken from Glamour magazine (April 2007). Glamour is a women’s lifestyle magazine focusing on fashion, beauty and romance but also has articles on career and life. The target market for the magazine is young working women aged between 18 and 30. “Women 's Magazines Send Us a Strange, Confusing Message” Sandra Porteous from The Daily News once stated. Although it was intended
Third wave feminists strive to raise consciousness about gender equality within society, especially the workplace. They also rebel against the generalised image perceived by society of how a woman should be, namely: feminine, submissive, weak, passive, intuitive and emotional. This is contrasting to what men are generally perceived to be, namely: masculine, dominant, strong, aggressive, intelligent, rational and active. Feminists also rival the ideas of what woman should be interested in (Macdonald 2006). Feminists today criticise the previous generation of feminists, namely the second wave, of not fulfilling their goals. Third wave feminists have also been criticised because they do not have a common aim very different to that of the second wave feminists, some have called third wave feminism ‘second wave, part two.’ (Burr 2007).
Magazine advertisements like all other forms of printed media reach millions of people daily and are considered to be very successful. They have a longer life, i.e. they can be kept for an undecided amount of time, because they are more tangible than other forms of advertising - like outdoor, television and radio advertising. They can also be used as reference in future conversations (Kang 1997).
The advertisements I chose, advertise products that are bought and used by both women and men. They were taken from Glamour magazine (April 2007). Glamour is a women’s lifestyle magazine focusing on fashion, beauty and romance but also has articles on career and life. The target market for the magazine is young working women aged between 18 and 30. “Women 's Magazines Send Us a Strange, Confusing Message” Sandra Porteous from The Daily News once stated. Although it was intended
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