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Conway Diverse Learners 16 April 2015 Capstone Outline

Purpose: The purpose of the paper is to research how feminism has been used as a
business tactic and how effective it has been over the past decade. There will also
be in research to look to see if the change in these business tactics was due to
societys change or a domino effect by companies to make a profit.
Audience: The audience of this paper is for people in businesses who work to make
commercials and campaigns, specifically men. This paper would show them the
effect and importance of advertising towards women.
Thesis: I believe that businesses taking a keen interest in women empowering
commercials and campaigns is a mix of both the society change and a way to make
money. Women have been fighting for rights and equality and these commercials
have been proven to make a change and all the while they are also gaining money
from it. Using this tactic to gain money is very moral because while it may seem
greedy, it is being done for a good cause. It is helping the company strive and also
empowering women, a win-win situation.
I.

II.

Introduction (might split this into two paragraphs)

a. When did this happen and by who this movement
i. 10 years ago and Dove
ii. Campaign for Real Beauty
b. What is the movement and how is it being used
i. Feminism in campaign, commercials, so on and as a business
tactic
c. Why is it important
i. The effects it is having on sales and popularity and view
approval is high
d. Thesis
i. I believe that businesses taking a keen interest in women
empowering commercials and campaigns is a mix of both the
society change and a way to make money. Women have been
fighting for rights and equality and these commercials have
been proven to make a change and all the while they are also
gaining money from it. Using this tactic to gain money is very
moral because while it may seem greedy, it is being done for a
good cause. It is helping the company strive and also
empowering women, a win-win situation.
Topic One: the Domino effect (two paragraphs)
a. All the other companies that soon after launched their own feminist
campaigns
i. Nike, GoldieBlox, Verizon, Aerie, Under Armor, etc
1. Talk about how they created their own campaigns and
commercials and how they came to do it and what
happened afterwards
2. Mention how sometimes there were trouble making them
and even after the audience (mainly female) had
problems

III.
IV.

V.

VI.

ii. Bring up how there have also been some flops/bad attempts
1. Science: Its A Girl Thing Jezebel, Over-apologetic
commercial Pantene, Dove used Photoshop when they
said they wouldnt use Photoshop
2. They are trying to do good in what their message is but
while they are doing that they accidentally mess it up
b. Opinion
i. Yay for change. Even though there are struggles and you mess
up overall its good
Topic Two: Femvertising
a. Introduce the term femvertising and how it talks about feminism and
advertising as one idea
Topic Two: Popularity (each will probably be a paragraph each)
a. YouTube
i. Talk about amount of views on different YouTube videos
b. News/Blogs
i. NBC, CNN, HelloGiggles & Articles have been written about
these types of campaigns
c. Super Bowl
i. Dove launched a commercials which had millions of views and
people talked about it
d. Opinion
i. Using these forms to get the idea out there is good
Topic Three: Sales
a. Women are the ones who mainly buy (two paragraphs)
i. Have statistic about women in shopping (they dominate it)
1. Therefore advertisers should be targeting them to make
them want to buy the products
ii. Have statistics in rise of sales in companies that used feministic
campaigns
1. CEO quotes talking about how its good Opinion
2. Its helping the company which is good
The counterargument
a. Why arent commercials targeting men but telling women to change
(might have each a paragraph)
i. Virginia Slims fought for you equal right to die from lung
cancer
1. Caused a spike in women smoking in 1960 and 1970 and
women are more susceptible to health problems
ii. CoverGirl
1. Telling you to be yourself, but still wear their makeup and
cover all the blemishesYour personality needs layers,
you face doesnt but you are selling makeup

iii. Swifer
1. Includes women dressed as Rosie the Riveter to
encourage women to keep cleaning the floor
a. Later sent out and apology

VII.

iv. Opinion
1. While it is bad, there are better commercials that can
come from it. These few upsets dont define the change
as a bad thing. Sometimes they dont realize their
mistakeroom for improvement
Conclusion
a. Wrap up idea that it is good and we should continue using it and how
even if money is the main factor forcing it, it is still good