Proceedings of The 2nd Global Conference on Women’s Studies
The Fall of Sexism and the Rise of Feminism in Advertising: Brands Advocating Social Justice and Gender Equality
Ljupka Naumovska and Irina Purcarea
The article examines the role of advertising in rise of social justice movements with an accent on feminism from past century till today. Starting from portraying women in stereotyping housewife roles to empowerment of #MeeToo movement, advertising has not only shifted the roles from reactive to proactive in this context, but also opens new vehicles and opportunities for further research, and accomplishments in social justice actions. The rise of femvertising is the current pick of this progress, rising much attention my industry and academy.
Keywords: social justice, feminism, advertising, femvertising.