Year 2019, Volume , Issue 31, Pages 169 - 190 2019-12-28

Tüketicilerin Kadın Temalı Reklamcılık (Femvertising) Uygulamalarına İlişkin Değerlendirmeleri: Kalitatif Bir Araştırma

Zehra BOZBAY [1] , Aylin Ecem GÜRŞEN [2] , Habib Mehmet AKPINAR [3] , Özlem KOMİTOĞLU YAMAN [4]


Cinsiyet eşitliğine vurgu yapan ve son dönemde sayısı artan “kadın gücü” temalı reklamlar literatürde Fransızca kadın (femme) ve İngilizce reklam (advertising) kelimelerinin birleştirilmesiyle “femvertising” kavramı olarak ifade edilmektedir. Kadın temalı reklamlar, kadın gücüne vurgu yapan reklamlardır. Bu reklamları küreselleşme ve kadının toplum içindeki rolünün değişmesinin bir ürünü olarak değerlendirmek mümkündür. Bu çalışmada, söz konusu reklamlara yönelik tüketici algılarının ve bu algıların cinsiyete göre değişip değişmediğinin belirlenmesi amaçlanmıştır. Çalışmada 15 kişi ile derinlemesine görüşmeler gerçekleştirilmiş, soru formundan elde edilen veri betimsel içerik analizine tabi tutulmuştur. Sonuçta, kadın ve erkek tüketicilerin söz konusu reklamlara bakışının genellikle farklı olduğu bulgusuna ulaşılmıştır. Bunun yanı sıra, kadın temalı reklamların sınırlı bir ürün grubuna uygulanabileceği ve reklamlardaki kadın imajının ülkemizin çok sınırlı bir bölümünü temsil ettiği ya da edebileceği bulunmuştur. Ancak, hedef pazarına uygun olduğu,  reklamlara sosyal bir misyon yüklenemeyeceği yine de farkındalığı arttırması yönüyle olumlu karşılanabileceği çalışmanın bulguları arasındadır. Tüketicilerin bu çalışmalara girişen işletmelerden somut bir takım faydalar da beklediği ve söz konusu reklamlardaki ticari kaygının yadsınamazlığı reklamlardaki bu eğilimin gelip geçici bir moda olarak algılandığı bulgularına da ulaşılmıştır. 

Reklam, Kadın Temalı Reklamcılık, Kalitatif Araştırma, Derinlemesine Görüşme
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Primary Language tr
Subjects Social
Published Date kış
Journal Section Articles
Authors

Orcid: 0000-0002-2728-8003
Author: Zehra BOZBAY (Primary Author)
Institution: İSTANBUL ÜNİVERSİTESİ
Country: Turkey


Orcid: 0000-0003-3126-1644
Author: Aylin Ecem GÜRŞEN
Institution: GALATASARAY ÜNİVERSİTESİ

Orcid: 0000-0002-7035-4168
Author: Habib Mehmet AKPINAR
Institution: İSTANBUL ESENYURT ÜNİVERSİTESİ
Country: Turkey


Orcid: 0000-0002-2397-9229
Author: Özlem KOMİTOĞLU YAMAN

Dates

Publication Date : December 28, 2019

APA BOZBAY, Z , GÜRŞEN, A , AKPINAR, H , KOMİTOĞLU YAMAN, Ö . (2019). Tüketicilerin Kadın Temalı Reklamcılık (Femvertising) Uygulamalarına İlişkin Değerlendirmeleri: Kalitatif Bir Araştırma. Galatasaray Üniversitesi İletişim Dergisi , (31) , 169-190 . Retrieved from http://iletisimdergisi.gsu.edu.tr/en/issue/50847/509226