Commodity feminisms in the advertising strategies of the Amaro brand
An analysis based on Intersectional Roulette
DOI:
https://doi.org/10.30962/ecomps.2925Keywords:
Advertising, Feminisms, Intersectionality, intersectional roulette, body politicsAbstract
The article reflects on the contributions and limits of the Advertising institution as a promoter of contemporary feminist agendas, with the aim of understanding the communicative flows of brands that claim to be intersectional. To this end, the concepts of Commodity Feminism and Intersectional Roulette are used to analyze Amaro's branding strategies. Roulette is used as a methodology to understand which intersections the brand's communication make visible and which are still lacking. Even though advertising is a tool at the service of capital, it is understood that it is capable of disruptions that allow the visibility of dissident bodies and their political powers.
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