Beyonce knows it, Taylor Swift didn't know it but now does know it, Lily Allen knows it and Emma Watson knows it. Feminism sells. This is either the trickle down effect of the Destiny's Child song Independent Woman or everyone is realising feminism makes a lot of sense. Or it is the trickle down effect of Independent Woman and advertisers have realised that a lot of women bought the shoes on their feet, as well as the clothes they're wearing and the rocks they're rocking. This is a market that encourages women to think they can buy strength in a shampoo bottle and now even Chanel is getting in on the act sending their models down the catwalk with faux feminist placards. The question is not what you can do for feminism but what feminism can sell to you...
1. Feminism has helped me to find and keep a man. Without feminism, how would I ever have known that men prefer women in short skirts and high heels who hang on their every word while giggling inanely and telling them how manly they are? I thank feminism for teaching me exactly the sort of woman to avoid being if I am ever going to find a nice rich man to look after me while I stay at home bringing up his babies to be the strong manly men and simpering girly girls of the future? I love men. I love babies. And I really, really love being a feminist. Teehee! F1Kate
2. There's nothing new in the world of advertising. All advertisers do is steal of each other. Feminism seems to be back in fashion (there's only so many cute animals to go round after all), but it's not the first time it's been used. I think my favourite 'most egregious misappropriation of feminism' advert still remains Virginia Slims cigarettes. From the 60s to the 90s (when tv adverts for cigarettes were finally banned in the US) they jumped on the feminist bandwagon with the wonderful slogan "you've come a long long way woman...Now you've got your own cigarette", which is obviously the main thing woman were fighting for - a slightly thinner cigarette (for their dainty little fingers) with a pack that fitted better into their purse. You can check out their adverts here but I warn you their jingle is very catchy. I'm afraid to say I've been humming it for the last 15 minutes. Gareth
3. Feminism should be used to sell stuff to women that only men are interested in, say golf clubs, sports cars and beer. Maybe a woman could score a hole in one, jump into her Lexus and speed towards the nearest pub and be pulled a cellar cool pint of her favourite beer in celebration! You know because all those things are for men, right? Squeamish Nicola
4. Consent is sexy, straight men have suddenly discovered feminism and are #heforshe-ing it up all over the place. There was some sort of feminist campaign around knickers recently... Basically what I'm saying is, duh, OBVIOUSLY feminism is all about getting laid. Emancipation, equality and inclusion are all soooo last century. Squeamish Louise
5. The first time I was aware of feminism being repackaged and sold back to me was when the Spice Girls were thrust upon the nation. It pitted girls against boys which is how most people first view feminism and why many are understandably hostile to it. If only they knew being feminist means liking stompy angry grrrl music in stompy boots and stomping angrily wearing stompy boots has given me incredibly toned legs. Feminism gives you great legs ladies, so get stompin'. Squeamish Kate
2. There's nothing new in the world of advertising. All advertisers do is steal of each other. Feminism seems to be back in fashion (there's only so many cute animals to go round after all), but it's not the first time it's been used. I think my favourite 'most egregious misappropriation of feminism' advert still remains Virginia Slims cigarettes. From the 60s to the 90s (when tv adverts for cigarettes were finally banned in the US) they jumped on the feminist bandwagon with the wonderful slogan "you've come a long long way woman...Now you've got your own cigarette", which is obviously the main thing woman were fighting for - a slightly thinner cigarette (for their dainty little fingers) with a pack that fitted better into their purse. You can check out their adverts here but I warn you their jingle is very catchy. I'm afraid to say I've been humming it for the last 15 minutes. Gareth
3. Feminism should be used to sell stuff to women that only men are interested in, say golf clubs, sports cars and beer. Maybe a woman could score a hole in one, jump into her Lexus and speed towards the nearest pub and be pulled a cellar cool pint of her favourite beer in celebration! You know because all those things are for men, right? Squeamish Nicola
4. Consent is sexy, straight men have suddenly discovered feminism and are #heforshe-ing it up all over the place. There was some sort of feminist campaign around knickers recently... Basically what I'm saying is, duh, OBVIOUSLY feminism is all about getting laid. Emancipation, equality and inclusion are all soooo last century. Squeamish Louise
5. The first time I was aware of feminism being repackaged and sold back to me was when the Spice Girls were thrust upon the nation. It pitted girls against boys which is how most people first view feminism and why many are understandably hostile to it. If only they knew being feminist means liking stompy angry grrrl music in stompy boots and stomping angrily wearing stompy boots has given me incredibly toned legs. Feminism gives you great legs ladies, so get stompin'. Squeamish Kate
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