This was interesting - an aspect of feminism that I hadn't given a great deal of thought to. Basically it's about branding, and explores how feminism is used as a way of both advertising and packaging consumer products. Naturally there are both advantages and disadvantages to this. The latter are the most affecting to read, I think, in that there's such a cynical manipulation of the consumer inherent in this type of practice. The example that really brought it home for me was that of the Dove campaign for "Real Beauty." Even in New Zealand I'd seen those ads, with women of different sizes, shapes, and ethnicities laughing together in white underwear. I was aware that it had been an enormously successful advertising campaign that focused on expanding ideas about beauty beyond those that were typically accepted. I was not aware that, at the same time Dove was running this campaign, its parent company was selling those horrible skin-lightening creams to women of colour. Which is monumentally hypocritical, but is also an extremely illuminating example of Zeisler's thesis: that feminism is and has been presented as a saleable product, and that such a presentation requires critical analysis.