Feminism: The Ultimate Brand
We live in a patriarchal society that limits women’s choices. Women will never be truly free to be all that she can be simply because she was born a girl. Women’s bodies are often sexualized and misappropriated in our society. Pornography often shows women and their bodies succumb to male whim. Female bodies have had an increasing role in selling products like cars, movies and even food. To our demise, feminism has only a trend.
Companies have been using the feminist card to boost their products’ sales. It’s proven to be one of the most effective branding tools. But using feminism as just another trick to sell products? First it was their bodies, and diminishing their issues for mere purpose of marketing is equivalent to selling empowerment.
Dove’s Real Beauty campaign is seen as the pioneer of “femvertising.” The initiative was praised by the world. Then, Pantene came up with hash tags such as #ShineStrong and videos which highlighted how women are walking apologizes without realizing it most of the times.
These ads have been successful because these videos have specks of truth to them. They have earnest intentions and seem to understand the responsibility that comes with marketing. They are authentic and the feminist movement seems to be appreciating this. A marketing campaign can’t close the wage gap or give young girls education worldwide, but it can get people talking and noticing things they would be quick to dismiss before.
There has always been a certain level of sexism within emojis. It is pretty evident how male emojis are shown playing sports or having jobs, such as police officers whereas female emojis are dancing, painting their nails, and almost all of them are wearing pink. What is with girls and pink? Why does the world tell us if we are to like the colour pink or not?
The liberation of women doesn’t start when society stops objectifying their bodies but when a woman chooses what to do with her body. An empowered woman turns the tables and chooses to become the merchant of her vessel instead of handing it to a society that believes she exists for only some basic purpose. Today where feminism has been misinterpreted to the point where it’s seen as skeptical by many, these campaigns bluntly showcase the obvious truth that everyone has decided to turn their eyes from.