AS DIFERENTES PERCEPÇÕES DA ADESÃO DAS MARCAS AO MOVIMENTO FEMINISTA

Abstract

The present work seeks to understand how women from different aspects of feminism perceive the current movement of broad adherence of brands to the theme, more precisely through femvertising. Based on a literature search on the market appropriation of social causes, in-depth interviews were conducted with a varied sample of people. Such an exploratory study realized, among other things, little identification between women and feminist fronts and a superficial understanding of the theme and its theorizations. Which is a strong indication of the media influence in the opinion formation of these women. As it is a very recent motto and with little studies on it, important considerations were also raised for future research.