Abstract
This article examines the commoditization of feminist themes in advertising. Considering the increased use of feminist discourses by the market in recent years, the study explores and maps reflections on the representativeness of women in the media, female empowerment and the commoditization of feminisms. We reflect on academic debates that intersect the fields of knowledge in consumer studies and feminisms, as well as advertising discourses and practices. To do so, we conduct a critical dialogue with the notion of “commodity feminism”, using bibliographic research to identifyits potential and gaps. Finally, we present suggestions for possible practices and reflections that can assist critical analyses about the commodification of feminist discourse.
Commodity Feminism; Advertising; Consumption; Feminisms