Open Access Senior Thesis
Bachelor of Arts
© 2014 Jane A. Condon
Branding exists at the intersection of culture and economics and is an increasingly important tool in distinguishing commodities. Over the past few years, more and more companies have started to use discourses of female empowerment, celebrating femininity, womanhood, and all things “girly” to sell their products - spiking sales, racking up millions of online views, and starting important conversations in the process. Procter & Gamble's “Like A Girl” campaign for Always creates a productive tension and way of thinking about both brand and buyer. The “Like A Girl” campaign is unique because it presents a feminist message to and about younger girls, a group that is often left out of broader discussions of feminism, and it creates a space for support, identification, and critical engagement with essentializations of the female body.
Condon, Jane A., "Being "Like A Girl" in the Twenty-First Century: Branding and Identity Through Cultural Conversation" (2015). Scripps Senior Theses. 565.