1.4
Analysis
Each wave of Feminism has been very important in developing wom-
en’s life and reaching gender equality. The first wave focused on basic
women’s rights such as, the right to vote, to gain higher education, the
initiation of equal pay and saw women allowed to take a seat in parlia-
ment. It could be argued that the first wave of feminism was a success
due to the laws passed allowing women to have more power over
their own lives. Due to the first wave of feminism being so successful
the second wave did not need the same amount of stamina as the
first. The second wave focused more on the equals right act. During
this wave Margret Thatcher became Prime Minister, demonstrating a
success for feminism. The third wave of feminism centres on the gen-
der pay gap and social issues within current day.
Through the waves marketing material aimed at women has changed
its approaches. All these approaches have in some way still demeaned
women. Although at the period of time certain campaigns such as the
Wonderbra campaign were seen as innovative. It sexualised women
for male purposes. This leads to the reason why marketing campaigns
need to change to empower women and consider women on the
same platform as men.