Hasta La Creative!

Call it pinkwashing. Call it femvertising. Andi Zeisler calls it marketplace feminism, and she isn’t buying it. The author of “We Were Feminists Once: From Riot Grrrl to CoverGirl, the Buying and Selling of a Political Movement” and co-founder of Bitch Media, defines marketplace feminism as the “mainstream, celebrity, consumer embrace of feminism that positions it as a cool, fun, accessible identity anyone can adopt.”

To Ms. Zeisler, this squishier version lacks the political underpinnings of the multi-generational feminist movement; it is a shallow representation of its contextualized precursor, and one advertisers have grown to love — and bank on.

“Empowertising and femvertising are both ways to talk about the business of selling to women without conflating examples of that business with actual feminism,” she writes in “We Were Feminists Once.” “But celebrating the ads themselves simply celebrates advertisers’ skill at co-opting women’s movements and selling them back to us — and then rewards us for buying in.”

Continue reading at AdAge.com