Book review: Can advertising be feminist? Theory and practice on femvertising

Abstract

Introduction: The book Can Advertising Be Feminist? Theory and Practice on Femvertising by María Isabel Menéndez addresses advertising as a historical tool for the imposition of gender roles and standards. It analyzes the evolution of this reality in the context of current feminism and the emergence of femvertising. Methodology: Menéndez uses a theoretical-practical approach, integrating feminist studies and Communication Sciences. She examines the advertising phenomenon and proposes tools to create more egalitarian contents. Discussion: The author warns about femwashing practices and the need for a critical perspective in the reception of advertising messages, even in campaigns of equality organizations. Results: The text offers fundamentals of femvertising and practical guidelines to transform advertising, aligning it with feminist demands and social diversity. Conclusions: The book proposes a roadmap towards advertising committed to equality, underlining its key role in the construction of a democratic society free of sexist stereotypes.