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The Feminist Movement In Marketing

Author

Listed:
  • Marinela Andreea Geantă

    (University of Craiova Faculty of Economics and Business Administration)

  • Diana Violeta Zabad

    (University of Craiova Faculty of Economics and Business Administration)

Abstract

This paper approaches various issues, such as gender discrimination, equality, under the umbrella of a more complex concept like feminism. The feminist movement had several waves, influencing also fields like marketing and serving the interests of great companies, which swing between the image of a housewife or a sexualized woman and that of a powerful and independent one. The paper’s objectives are identifying the portrait of the woman in marketing campaigns and finding solutions for raising the awareness related to discrimination and feminism. The research methodology consisted in a number of 20 interviews that led to establishing research directions and hypothesis for the quantitative research realized by applying a questionnaire on 154 respondents. The results of the qualitative and quantitative research contribute to the awareness of the danger represented by prejudgments and discrimination.

Suggested Citation

  • Marinela Andreea Geantă & Diana Violeta Zabad, 2018. "The Feminist Movement In Marketing," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 1(46), pages 135-145, November.
    • Handle: RePEc:aio:aucsse:v:1:y:2018:i:46:p:135-145
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    File URL: http://feaa.ucv.ro/annals/v1_2018/015.pdf
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    More about this item

    Keywords

    feminism; discrimination; equality; femvertising; hating butch; marketing.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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