H&M created a video advertisement featuring women of all ages, races, ethnicities, sizes, shapes, and sexualities. This advertisement challenges hegemonic femininity as it presents every woman as strong and beautiful. On one hand, H&M created an advertisement that appeals to the resurgence of the feminist movement by challenging classic beauty norms and ideals. On the other hand, H&M uses slave labour, targets customers with specific body types, and features an array of other advertisements that promote narrow representations of women who share unrealistic beauty standards (i.e. long legs, thin waist, smooth hair, arched eyebrows, etc.). H&M utilizes female empowerment and liberation as a tool to market their clothing to female consumers. Through
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This marketing strategy aims to understand what interests and motivates the consumer in order to persuade them to purchase the marketed product. In this advertisement, H&M relies on the needs and desires of the modern woman. H&M does this by appealing to the resurgence of the feminist movement. According to Maclaren (2015), the fourth wave of feminism has emerged. “There is a fresh feminist zeitgeist coming from young activists…that seeks change in political, social and economic structures... Importantly, they are using the power of the Internet and online media” to spread the message (p. 1734). This social context is key to the success of H&M’s advertising campaign. H&M recognizes that feminism is a trending social movement and capitalizes off of this movement to attract attention and win the admiration of female …show more content…
To further delve into the analysis of H&M’s use of women in sweatshops, consider “three main ‘tropes’ in [the] assessment of gendered disadvantages in production: the study of gendered wage differentials; of labour disciplining and control; and of the social construction of the feminine body as intrinsically ‘disposable’, ‘replaceable’, or ‘spendable’” (Mezzadri, 2016, p. 1878). H&M claims to care about female empowerment and liberation, yet the very same company offers poor working conditions and low wages for their labourers in sweatshops, many of whom are female (Human Rights Watch,
This marketing strategy aims to understand what interests and motivates the consumer in order to persuade them to purchase the marketed product. In this advertisement, H&M relies on the needs and desires of the modern woman. H&M does this by appealing to the resurgence of the feminist movement. According to Maclaren (2015), the fourth wave of feminism has emerged. “There is a fresh feminist zeitgeist coming from young activists…that seeks change in political, social and economic structures... Importantly, they are using the power of the Internet and online media” to spread the message (p. 1734). This social context is key to the success of H&M’s advertising campaign. H&M recognizes that feminism is a trending social movement and capitalizes off of this movement to attract attention and win the admiration of female …show more content…
To further delve into the analysis of H&M’s use of women in sweatshops, consider “three main ‘tropes’ in [the] assessment of gendered disadvantages in production: the study of gendered wage differentials; of labour disciplining and control; and of the social construction of the feminine body as intrinsically ‘disposable’, ‘replaceable’, or ‘spendable’” (Mezzadri, 2016, p. 1878). H&M claims to care about female empowerment and liberation, yet the very same company offers poor working conditions and low wages for their labourers in sweatshops, many of whom are female (Human Rights Watch,