Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign

  title={Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign},
  author={Jos{\'e}e Johnston and Judith Taylor},
  journal={Signs: Journal of Women in Culture and Society},
  pages={941 - 966}
C orporations have a long history of incorporating emancipatory ideals into marketing campaigns, often with limited transformative outcomes (Frank 1997; Heath and Potter 2004). Virginia Slims, for instance, promotes an image of feminist independence in the “You’ve come a long way, baby” marketing campaign, and yet it sells women a highly addictive, cancer-causing product. While “feminist tobacco” contains obvious contradictions, today’s transnational corporations employ a panoply of socially… 
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