What’s Wrong with Popular Feminism?
Feminism has evolved from the 19th century to the present day, with each period of feminism making new claims. From its beginnings, women in Western countries launched movements to improve the status of women in society.
Post-modern feminism put forward the values of diversity and difference and rejected the binary thinking of black and white.
This is the core of what will be discussed in the next article, and it seems that feminism can be found everywhere in our lives, for example in an advertisement or a large event.
More specifically a bottle of drink, a feminine product, a dress, a song, or a piece of jewelry.
Engagement Rings Bring Your Love Story to Life
https://www.liherald.com/stories/engagement-rings-bring-your-love-story-to-life,131891?
Today’s product marketing teams and advertisers are well aware of the buying power of women and most often tie feminism to consumerism, using language and visuals to promote sales.
In our stereotypical view, diamond rings are advertised as a gift of true love, purchased by a man to be worn by a woman in person.
Popular Feminism —-De Beers
De Beers’ diamond ring advertisements create a diamond culture, promoting the hardness of the diamond as a symbol of love and fidelity.
Promoting through various forms of advertising that diamonds are inseparable from sweet love and that a man must buy a diamond ring for a woman and put it on herself when she gets married.
Citigroup report (which relies on De Beers data)
1: De Beers’ advertising portrays a male desire to buy the bigger the diamond ring, the stronger the love for the other person.
2: The De Beers campaign makes women believe that a diamond ring is an essential part of courtship.
3: The De Beers advertisements show that the diamond ring represents a beautiful and eternal blessing of love, i.e. it is associated with engagements, weddings, and wedding anniversaries.
Why more millennial women are buying their own ement rings
https://www.holtsgems.com/blog/more-millennial-women-are-buying-their-own-engagement-rings
With the rise of women in all walks of life, the economic income structure of men and women in society is changing.
De Beers, a company with a keen eye, shifted its marketing strategy.
Popular Feminism De Beers, one of the world’s largest diamond dealers, created a different kind of advertisement, using independent women as a vehicle to get women to buy diamond rings for themselves.
This is a prime example of a campaign that uses visual language effects to create a concept that elicits empathy from the consumer base, linking independent women to consumerism.
Suggesting that they go out and buy diamond rings for themselves as independent women.
Scholarly articles for Feminism in Consumerism
Feminism has evolved to the point where she is a very multi-latitude idea, with many schools of thought and a lack of common perception between them, even if part of the ideas does not belong to any school of thought.
As a marketer, it is clever to quote some of these ideas to link them to consumerism. capitalist point of view, this looks like a kind of Popular feminism, using consumerism for ideological and practical means to promote consumption.
It is also clear from De Beers’ social media campaigns that the language of the campaign is interconnected with women as individuals and is not limited to romantic love stories.