Abstract
"I'm a Remifemin-ist!" exclaimed the happy and healthy looking African American woman speaking to us from the television screen. We couldn't believe what we were seeing: a woman unapologetically using the word feminist in mainstream television. However, our hopes diminished as quickly as they appeared. This was an advertisement-for a menopause remedy. In it several healthy looking, smiling women engaged in various activities demonstrating their active lifestyles (e.g., without any signs of windedness, one woman proclaims her allegiance to Remifemin-ism while working out in a gym). Indeed, each woman spoke enthusiastically about Remifemin-a new (as of 2001) estrogenfree menopause treatment, which was allegedly making all of their lives better. Clearly, this ad feminism was being invoked to sell a product, not to praise either the movement or what it had done to improve women's lives.
Original language | English (US) |
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Title of host publication | Governing the Female Body |
Subtitle of host publication | Gender, Health, and Networks of Power |
Publisher | State University of New York Press |
Pages | 112-133 |
Number of pages | 22 |
ISBN (Print) | 9781438429533 |
State | Published - 2010 |