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Publication Date
Spring 5-5-2019
Abstract
White feminist/neoliberalist rhetoric works as effective advertising. Although it's effective in increasing a corporation's profits, it is deceiving to viewers. In Visa's recent advertising campaign, "Money Is Changing," the corporation presents itself as "feminist" and dedicated to supporting women address the gender pay gap. However, the resources Visa provides reinforce the gender stereotypes and hegemonic ideologies that ground gender inequality. In conclusion, Visa utilizes neoliberalist rhetoric (white feminism) to present itself as a "feminist" corporation to improve its reputation in order to increase profits.
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