Conclusions and Reflections

Abstract

The resurgence of a vibrant and active feminist movement has resulted in increasing social discourse and discussion around issues that affect the sexes, and particularly concerning the ways in which women and girls continue to be systematically oppressed, silenced, and marginalised. In Ireland, the preceding few years have witnessed a successful referendum to legislate for same-sex marriage, a far larger percentage than previous of Irish people indicating support for liberalising the country’s restrictive abortion laws, and the widely publicised and much supported grass-roots theatre-based and arts movement #WakingTheFeminists, which began life as a critical response to the Abbey Theatre’s lack of inclusion of women playwrights in its year-long ‘Waking the Nation’ programme. The similarities shared by these movements and campaigns echo a wider-world conversation that is, once again, turning attention to issues of women’s visibility, voice, equal rights, and representation. Considering the microcosm of the context examined in this book, calling advertisers to task for their portrayal and perpetuation of gender stereotypical advertising texts and imagery capitalises on that energy and implies a timely potential for change.