THE FEMINIST MOVEMENT IN MARKETING

This paper approaches various issues, such as gender discrimination, equality, under the umbrella of a more complex concept like feminism. The feminist movement had several waves, influencing also fields like marketing and serving the interests of great companies, which swing between the image of a housewife or a sexualized woman and that of a powerful and independent one. The paper’s objectives are identifying the portrait of the woman in marketing campaigns and finding solutions for raising the awareness related to discrimination and feminism. The research methodology consisted in a number of 20 interviews that led to establishing research directions and hypothesis for the quantitative research realized by applying a questionnaire on 154 respondents. The results of the qualitative and quantitative research contribute to the awareness of the danger represented by prejudgments and discrimination