What is Commodity Feminism?
“Commodity Feminism” describes how advertisement for women have adopted feminist language to seemingly invoke female empowerment, yet they are still objectifying women’s bodies and attempting to make a profit. It misuses the concept of female choice on how to present themselves. Women ultimately have to use their bodies as tools for self-expression and freedom. This means women can ultimately use only their bodies to maintain power. They become objects. This article explains how female advertisements capitalize on this by promoting female choice through the ability to gain wealth, beauty, and power through things or commodities (e.g. the company’s products).
read Robert Goldman’s article that coined the term here.