Sisterhood™: Hyping the Female Market (1993)

Sisterhood™: Hyping the Female Market

1993

25m

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Overview

This video takes an analytical and humorous stab at the plethora of “pro-feminist” advertising that followed the emergence of the “new woman” and the increasing presence of women in the workforce during the 1990s. Conventional television genres are appropriated to show how the language and sentiments of feminism have been exploited by the advertising of an industry which cares little for the rights of its own female workers.

Status: Released

Language: EN