Komen Goes Feminist: Breast Cancer Activism, Advertising Design, and Third-Wave Feminism

Author:

• Nicole E. Hurt (University of Georgia)

Abstract:

In this paper, I attend to one of the Komen Breast Cancer organization's new images. I argue that advertisement embodies many third-wave feminist values, marked by the themes of young individualism, "girl power," and sexy consumption. Since it can be read as an exemplar of third-wave feminist ideology, then, I argue that it does not hold the potential for politics. Further, the advertisement might actually contribute to the apparent apathy it is meant to correct.