Feminist Perspectives in Marketing
Abstract
Feminist perspectives expose many gendered assumptions embedded in marketing and consumption phenomena, as well as the unequal power relations that underpin them. Initially, critiques came from outside the marketing and consumer research disciplines, led by second-wave feminists in the 1960s and 1970s. Activists such as Friedan (1963) saw marketers as being complicit in a patriarchal system (discussed below) that sought to manipulate and control women through domesticity. They targeted advertising in particular where negative female stereotypes abounded, stereotypes that served to reinforce passive, decorative models of femininity.
Fields of Study & Subjects
Media
Gender
and Advertising
Gender and Feminist Studies
Consumer Behavior and Market Dynamics
Publication details
- Journal / source
- Routledge eBooks
- Pages
- 98–117
- Publication date
- 3 March 2026
- Language
- EN
- Document type
- Book chapter