Abstract

Gender is deeply embedded in marketing ideology and it continues to be a topic of conern in the marketing academy. There has been little attention paid by marketers, however, to related studies in other fields in aesthetic labour and emotional labour, despite the intersections between them. This article seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. In so doing, it reintroduces a "trailblazing" feminist element, concluding that there needs to be greater critical awareness of gender as a dominant motif in our ideologies, discourses and practices in marketing.