Sex, Feminism, and Advertising: The Politics of Advertising Feminism in a Competitive Marketplace

Abstract

Feminist media organizations must balance ideology with financial viability via advertising revenue. Yet advertising rests on the assumption that sex sells. Research considering sex appeals in women’s magazines has shown that women are often portrayed in a demeaning manner. However, research has not considered that alternative media, such as Bust magazine, may construct sex appeals differently. This textual analysis applies third wave and feminist political economy theories to analyze how sex appeals are constructed in the discourse and images of advertisements in Bust. This analysis offers three strategies that indicate how sex functions in Bust advertising: (a) sex appeals that equate sexual commodities with a tenet of feminism; (b) sex appeals that foster feminist political protest; and (c) sex appeals that promote a feminist commitment to alternative identities. Findings suggest that sex appeals not only provide opportunities for revenue streams but also opportunities to reinforce feminist ideology.