This volume, edited by Kim Golombisky, applies an intersectional
lens to advertising, focusing on gender, race, ethnicity,
sexuality, disability, age, class, and nationality. Intersectional
feminist perspectives on advertising are rare in the advertising
industry, even as it faces pressure to reform. This anthology
focuses on advertising messaging to follow up the professional
practices covered in Feminists, Feminisms, and Advertising, edited
by Kim Golombisky and Peggy Kreshel. In this new collection,
contributors write from a variety of perspectives, including Black,
African, lesbian, transnational, poststructuralist, material,
commodity, and environmental feminisms. The authors also discuss
the reproductive justice framework, feminist disability studies,
feminist ethnography, feminist discourse analysis, and feminist
visual rhetoric. Together, these scholars introduce big ideas for
feminist advertising studies. The first section, titled
"Historicize This!," includes work dealing with historicized
analyses of advertising, ranging from more than a century of
stereotypes about black women to early twentieth-century white
women purchasing automobiles, all contextualized with women's
complex relations with technologies from cars to Twitter. The
second section, "Advertising Body Politics," groups work on topics
related to body politics in advertising, including lesbians,
disabled women, aging women, and Chinese "promotion girls." The
third section, "Media Reps," revisits advertising representation in
novel ways from operational definitions of race and advertising
news about gay men to advertising twenty-first-century
masculinities in Ghana and the United States. The last section,
"Reproduction and Postfeminist Empowerment," ends the book with a
selection of case studies on the advertising industry's cooptation
and commodification of feminism, particularly in regressive
postfeminist ideologies about women's reproductive health and
mothering.
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