Calendar Girls and Bodybuilders. Is Activism a Brand Strategy?

As more companies engage with social responsibility and align with political causes it is timely to consider the implications of activism as a brand strategy. Two kinds of women’s activism about body representation are used to examine the implications of social activism for a brand. Women’s political body activism has a long history and research has established women’s magazines as an important site of cultural discourses on femininity. A deconstructive approach is used to reveal the existence of resistance, compliance and subversion in women’s body activism. A theoretical construct is introduced to explain the emergent contradictions and expose the riskiness this kind of activism poses as a brand strategy.


Jan Brace-Govan (2007) ,"Calendar Girls and Bodybuilders. Is Activism a Brand Strategy?", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 202-207.


Jan Brace-Govan, Monash University, Australia


E - European Advances in Consumer Research Volume 8 | 2007

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