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Palgrave Macmillan

The Cultural Politics of Femvertising

Selling Empowerment

  • Book
  • © 2022


  • Seeks to explore the merits and limitations of femvertising
  • Explores the role of femvertising using global case studies
  • Includes femvertising in various contexts, such as beauty products, period products and the YouTube channel StudyTube.

Part of the book series: Palgrave Studies in (Re)Presenting Gender (PSRG)

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Table of contents (11 chapters)


About this book

This book addresses the merits and limitations of femvertising, explores the operations of advertising and commodity feminism in a global context, and presents case studies from Anglo-American, South American and East Asian national contexts. The range of topics include the femvertising of beauty products, contraception, lingerie, breast cancer awareness, financial services and corporate branding. Focusing on the ways in which neoliberalism and postfeminism interact with foundational issues of feminist politics, the chapters in this book situate global femvertising as a complex and exciting advertising strategy which holds the potential for social change amidst an uneasy cohabitation with capitalism and commercial culture.

Editors and Affiliations

  • National Institute of Education, Nanyang Technological University, Singapore, Singapore

    Joel Gwynne

About the editor

Joel Gwynne teaches cultural studies and gender at the National Institute of Education, Singapore, where is also the Programme Leader for the MEd in English. He is the author and editor of several books on gender, cultural studies and film, including Erotic Memoirs and Postfeminism: The Politics of Pleasure (Palgrave Macmillan, 2013), Postfeminism and Contemporary Hollywood Cinema (Palgrave Macmillan, 2013), and Ageing, Popular Culture and Contemporary Feminism: Harleys and Hormones (Palgrave Macmillan, 2014).

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