Storyline 2

In almost all the femvertising ads I have seen, there is no direct narrative theme of “feminism”. I think this is because “feminism” is a political tendency, a kind of identity. Brands are willing to attract feminists, but they are not willing to directly discuss this topic, and they are not willing to easily fall into the line of political stance.From diversity to inclusivity, more companies are branding themselves as allies to the feminist movement — but never defining themselves directly as feminists.There are also many critics of femvertising as a marketing tool，“it’s difficult to see how feminist advertising is committed to structural change, since the appeal is to individual women rather than a collective movement”

In China, “femnisim” is a more sensitive topic. Opponents and supporters often fight on the Internet. In addition, the phenomenon of feminism being stigmatized is becoming more and more serious. The emergence of words such as “rural feminism” and “women’s fist” (these words are used to describe radical feminists, among which “women’s boxing” and “women’s rights” have the same pronunciation in Chinese, but the meaning is quite different) makes more and more people have negative attitude towards feminists. People don’t understand the real meaning of feminism, and few people are willing to stand up and say “I am a feminist” in real life.

So I wonder if I can make a bold trial，directly take “feminist” as the theme

“Why you can’t be a feminist”

At the beginning, a man and a woman are meeting in a restaurant，it’s a blind date. The woman doesn’t seem to be interested in it. They have a lot of cards on their hands, with descriptions of themselves written on them. Women turn out a card that says “liberalism”, men turn out a card that says “love is not bondage”, women turn out a card that says “romanticism”, men turn out a card that says “willing to do anything for you”. The woman turns out the last card “feminism”, the man is shocked , and takes back all the cards.

The title , “why you can’t be a feminist”

The blind date woman stood up from the table, walked to the camera, and said in a joking tone, “because you are bound to fail in the date.”.

Then, different scenes change with the lines.

lines：

Because you have to say goodbye to pink, flowers and bows

Because you are going to lose your temper easily

Because you will be too sensitive to accept a “little joke”

Because your stubbornness will hurt youself

Because if you act like a man, how can a man like you

Because, you will find that everything you do seems to be in vain (while the actress is saying this sentence, an old woman walks by with a sign saying “can’t believe I am still protesting this shit”. The actress looks back and smiles with profound resignation.)

 again , “why you can’t be a feminist”

Because they’ll think you’re a fussy nutcase

Because they may think that you hate men so much that when you see a man, you will definitely punch him

Because they just want to listen to what pleases them, “you must be making up a story.”

Because they refuse to read the true definition of feminists – feminists, a person who believes in the social，political and ecnomic equality of the sexes

Because they don’t recognize the power of women

Because they don’t want to tell you the truth

Because they don’t want to change the status quo

Because they’re repairing the wall that’s about to be pushed over

Why you can’t be a feminist

The actress read “I took a deep breath and listened to the old brag of my heart. I am，I am，I am.”