To profit or not to profit? A critical discourse analysis of a non-profit ‘unstoppable’ campaign contrasted with literature on commercial femvertising messages

Abstract

The aim of this paper was to find out whether there is a difference between pro-feminist messages in campaigns depending on their source of income and ultimate goal. To this end, I did a literature review of pro-feminist commercial advertisement (femvertising) campaigns and a Critical Discourse Analysis of the ‘Unstoppabale’ campaign by the Global Fund for Women, a non-commercial, non-government organization that helps fund feminist initiatives around the world. I then compared my findings in the discussion section. The results have shown that both types of campaigns employ a neo-liberal rhetoric, but with different focus. The commercial campaigns focus more on individuality, consumerism and freedom of choice for women, while the non-commercial campaigns stress the importance of female empowerment for the development of the economy and prosperity of communities. These findings can be used by both marketing specialists and NGO campaign writers to adjust their messages when they concern women’s rights.