Brandsplaining : why marketing is still sexist and how to fix it / Jane Cunningham and Philippa Roberts.
"Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling 'fempowerment' back to us. But behind the go-girl slogans and the viral hash-tags has anything really changed? In Brandsplaining, Jane Cunningham and Philippa Roberts expose the m...
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| Language: | English |
| Published: |
[London, United Kingdom] :
Penguin Business,
2021.
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| Subjects: | |
| Physical Description: | xi, 222 pages ; 24 cm |
| Format: | Book |
Contents:
- Preface: on mansplaining
- Introduction: why marketing really is still sexist
- Part 1: How we got here
- The foundations of modern sexism
- Modern sexism and the Good Girl
- Marking made the Good Girl just perfect
- Marking Man was in charge
- Marketing told girls how to be good
- Brandsplaining for beginners: a turn-of-the-century guide to marketing to women
- Part 2: Where we are now
- Women call out toxic femininity
- The male perspective still dominates business
- Femvertising temporarily takes on the Good Girl
- The Good Girl carries on
- The 'sneaky' stuff
- Part 3: Where we go next
- Principle 1: accept that women now please themselves
- Principle 2: show what was the exception as the rule
- Principle 3: put an end to macho-economics
- Principle 4: catch up with the expert
- Principle 5: mend it for everyone
- Principle 6: prepare for the primacy of female-made brands
- Principle 7: stop looking--and start learning
- Principle 8: forget ideals--present a grounded and granular understanding
- Principle 9: be constructive, not critical
- Principle 10: acknowledge that sexism goes both ways
- From master to patron and now to servant.