Temporal dynamics of post-feminist narratives: boundaries of empowerment in female-focused car ads (1967–2021).

This study analyzes the evolution of post-feminist discourses in Chilean car advertisements targeted at women over a 50-year period (1967–2021) using a qualitative examination of 74 ads from the women's magazine Paula. It reveals shifting gender role portrayals, from early depictions that largely excluded women or presented them as accessories, to later ads blending progressive themes of female empowerment with neo-conservative elements emphasizing traditional family roles. The research highlights how post-feminist and femvertising narratives emerged but remained limited, often focusing on individualistic empowerment while sidelining collective feminist agency. The findings underscore the importance of situating media messages within their historical and cultural contexts to understand the complex negotiation between feminist ideals and advertising practices in Chile.