Being "Like A Girl" in the Twenty-First Century: Branding and Identity Through Cultural Conversation
Graduation Year
2015
Document Type
Open Access Senior Thesis
Degree Name
Bachelor of Arts
Department
Media Studies
Reader 1
Jennifer Friedlander
Reader 2
Nancy Macko
Rights Information
© 2014 Jane A. Condon
Abstract
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.
Recommended Citation
Condon, Jane A., "Being "Like A Girl" in the Twenty-First Century: Branding and Identity Through Cultural Conversation" (2015). Scripps Senior Theses. 565.
https://scholarship.claremont.edu/scripps_theses/565
