Feminist Themes in Advertising: Russian and International Context

The master’s thesis topic: “Feminist Themes in Advertising: Russian and International Context”. Subject of the study – ways and forms of applying feminist themes in promotion which can improve company image. Object – companies that thrive for improving its image in Russia. The goal of this research is to estimate the possibility of using feminist themes while promoting companies on the Russian market. The master’s thesis consists of introduction, three chapters, appendices and reference list, which includes 126 references. Moreover, the thesis includes three tables and one picture. Chapter 1 illustrates the concept of feminism, main stages of feminist movement and its distinctive features in Russia. Furthermore, Chapter 1 includes history of feminism and cooperation between feminism and marketing in Western countries. Moreover, this chapter represents analysis of modern women images in Russian advertising and opportunities of changing these images by applying ideas of gender equality in advertising campaigns. In addition, Chapter 1 includes examples of using feminist themes in Russian and international campaigns that show how feminist theory and marketing can cooperate successfully. Chapter 2 describes qualitative and quantitative research carried out in this study, its analysis and results. For conducting the research a classical type of a focus-group and an online survey have been chosen. The research respondents were students of the best Russian universities. After analyzing the research results ideas of feminism which can be used in the Russian advertising have been revealed. Chapter 3 contains recommendations for the companies working on the Russian market and considering the possibility of using gender equality concepts in advertising.