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

Zehra Bozbay; Aylin Ecem Gürşen; Habib Mehmet Akpınar; Özlem Komitoğlu Yaman

doi:10.16878/gsuilet.509226

Araştırma Makalesi

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

Yıl 2019, Sayı: 31, 169 - 190, 28.12.2019

Zehra Bozbay , Aylin Ecem Gürşen , Habib Mehmet Akpınar , Özlem Komitoğlu Yaman

https://doi.org/10.16878/gsuilet.509226

Cited By: 7

Öz

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.

Anahtar Kelimeler

Reklam, Kadın Temalı Reklamcılık, Kalitatif Araştırma, Derinlemesine Görüşme

Kaynakça

Abitbol, A., & Sternadori, M. (2016). You Act Like a Girl: An Examination of Consumer Perceptions of Femvertising. Quarterly Review of Business Disciplines, 3(2), 117-138.
Akestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “Like A Girl”: Toward a Better Understanding of “Femvertising” and its Effects. Psychology & Marketing, 34(8), 795-806.
Alkan, N. (2016). New Trends in the Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns. Galatasaray University Journal of Communication, 24, 119-143.
Beale, K., Malson, H., & Tischner, I. (2016). Deconstructing “Real” Women: Young Women’s Readings off Advertising Images of “Plus-Size” Models in The UK. Feminism & Psychology, 26(3), 378-386.
Baudrillard, J. (2016). The Consumer Society: Myths and Structures. Sage.
Baxter, A. (2015). Faux Activism in Recent Female-Empowering Advertising. Elon Journal of Undergraduate Research in Communications, 6(1).
Baxter, S. M., Kulczynski, A., & Ilicic, J. (2016). Ads Aimed at Dads: Exploring Consumers’ Reactions towards Advertising that Conforms and Challenges Traditional Gender Role Ideologies. International Journal of Advertising, 35(6), 970-982.
Becker-Herby, E. (2016). The Rise of Femvertising: Authentically Reaching Female Consumers. Retrieved from The University of Minnesota Digital Conservancy.Catterall, M., Maclaran, P., & Stevens, L. (1997). Marketing and Feminism: A Bibliography and Suggestions for Further Research. Marketing Intelligence & Planning, 15(7), 369-376.
Chu, K., Lee, D. H., & Kim, J. Y. (2016). The Effect of Non-Stereotypical Gender Role Advertising on Consumer Evaluation. International Journal of Advertising, 35(1), 106-134.
Cortese, A. J. (2015). Provocateur: Images of Women and Minorities in Advertising. Rowman & Littlefield.
Dans, C. (2018). Commodity Feminism Today: An Analysis of the “Always Likeagirl” Campaign (Doctoral Dissertation, West Virginia University).
Drake, V. E. (2017). The Impact of Female Empowerment in Advertising (Femvertising). Journal of Research in Marketing, 7(3), 593-599.
Eisend, M., Plagemann, J., & Sollwedel, J. (2014). Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Non-humorous Advertising and its Consequences for Advertising Effectiveness. Journal of Advertising, 43(3), 256-273.
Dholakia, N., & Firat, A. F. (2003). Consuming People: From Political Economy to Theatres of Consumption. Routledge.
Firat, A. F., & Venkatesh, A. (1995). Liberatory Postmodernism and the Reenchantment of Consumption. Journal of Consumer Research, 22(3), 239-267.
Firat, A. F. (1991). The Consumer in Postmodernity. ACR North American Advances.
Fischer, E., & Arnold, S. J. (1994). Sex, Gender Identity, Gender Role Attitudes, and Consumer Behavior. Psychology & Marketing, 11(2), 163-182.
Fowler, K., & Thomas, V. (2015). A Content Analysis of Male Roles in Television Advertising: Do Traditional Roles Still Hold?. Journal of Marketing Communications, 21(5), 356-371.
Fraser, N. (1990). Rethinking the Public Sphere: A Contribution to the Critique of Actually Existing Democracy. Social Text, (25/26), 56-80.
Gentry, J., & Harrison, R. (2010). Is Advertising a Barrier to Male Movement toward Gender Change?. Marketing Theory, 10(1), 74-96.
Gill, R. (2008). Empowerment/Sexism: Figuring Female Sexual Agency in Contemporary Advertising. Feminism & Psychology, 18(1), 35-60.
Goldman, R., Heath, D., & Smith, S. L. (1991). Commodity Feminism. Critical Studies in Media Communication, 8(3), 333-351.
Goulding, C. (2003). Issues in Representing the Postmodern Consumer. Qualitative Market Research: An International Journal, 6(3), 152-159.
Grau, S. L., & Zotos, Y. C. (2016). Gender Stereotypes in Advertising: A Review of Current Research. International Journal of Advertising, 35(5), 761-770.
Habermas, J. (2012). A Transformação Estrutural da Esfera Pública (L. Nahodil Trad.). Lisboa: Fundação Calouste Gulbenkian (Obra originalmente publicada 1961).
https://Campaignjr.Com/Femvertising-Gercekten-Kadinlari-Guclendiriyor-Mu/(Erişim Tarihi: 12.07.2018)
https://spark.adobe.com/blog/2017/03/10/femvertising-what-is-it-and-how-to-do-it-well/ (Erişim tarihi: 12.07.2018)
https://spark.adobe.com/blog/2017/03/10/femvertising-what-is-it-and-how-to-do-it-well/ (Erişim Tarihi: 12.07.2018).
İnceoğlu, İ., & Onaylı-Şengül, G. (2018) Bir Femvertising Örneği Olarak Nike Bizi Böyle Bilin Reklam Filmine Eleştirel Bakış. Halkla İlişkiler ve Reklam Çalışmaları E-Dergisi, 1(2), 20-36.
Jalakas, L. D. (2016). The Ambivalence of Femvertising: Exploring the Meeting between Feminism and Advertising through the Audience Lens (Doctoral dissertation, Master Thesis, Media and Communication Lund University).
Johnston, J., & Taylor, J. (2008). Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign. Signs: Journal of Women in Culture and Society, 33(4), 941-966.
Kacen, J. J. (2000). Girrrl Power and Boyyy Nature: The Past, Present, and Paradisal Future of Consumer Gender Identity. Marketing Intelligence & Planning, 18(6/7), 345-355.
Knoppers, L. (2014). Gender and the Public Sphere in Habermas and Milton: New Critical Directions. Literature Compass, 11(9), 615-624.
Lazar, M. M. (2006). “Discover The Power of Femininity!” Analyzing Global “Power Femininity” in Local Advertising. Feminist Media Studies, 6(4), 505-517.
Lee, Y. K. (2014). Gender Stereotypes as a Double-Edged Sword in Political Advertising: Persuasion Effects of Campaign Theme and Advertising Style. International Journal of Advertising, 33(2), 203-234.
Leung Ng, Y., & Chan, K. (2014). Do Females in Advertisements Reflect Adolescents’ Ideal Female Images?. Journal of Consumer Marketing, 31(3), 170-176.
Levy, J. C. (2008). Advertising to Women: Who Are We in Print and How Do We Reclaim Our Image?. Journal of Creativity in Mental Health, 2(4), 75-86.
Lilburn, S., Magarey, S., & Sheridan, S. (2000). Celebrity Feminism as Synthesis: Germaine Greer, The Female Eunuch and the Australian Print Media. Continuum: Journal of Media & Cultural Studies, 14(3), 335-348.
Lysonski, S. (1985). Role Portrayals in British Magazine Advertisement. European Journal of Marketing, 19(7), 37-55.
Maclaran, P. (2015). Feminism’s Fourth Wave: A Research Agenda for Marketing and Consumer Research. Journal of Marketing Management, 31(15-16), 1732-1738.
Macnamara, J. (2012). Democracy 2.0: Can Social Media Engage Youth and Disengaged Citizens In The Public Sphere? Australian Journal of Communication, 39(3), 65-86.
Mahdawi, Arwa, How Feminism Became a Great Way to Sell Stuff, 2014, https://www.theguardian.com/commentisfree/2014/apr/23/feminism-adverts-great-way-sell-stuff
Marshall, D., Davis, T., Hogg, M. K., Schneider, T., & Petersen, A. (2014). From Overt Provider to Invisible Presence: Discursive Shifts in Advertising Portrayals of the Father in Good Housekeeping, 1950-2010. Journal of Marketing Management, 30(15-16), 1654-1679.
Miles, S. (1999). A Pluralistic Seduction? Post‐Modern Consumer Research at the Crossroads. Consumption, Markets and Culture, 3(2), 145-163.
Murray, D. P. (2013). Branding “Real” Social Change in Dove's Campaign for Real Beauty. Feminist Media Studies, 13(1), 83-101.
O’Connell, J., 2017.Irish Times. [Online] Available at: https://www.irishtimes.com/life-and-style/fashion/what-i-learned-whileshopping-girls-are-babes-boys-are-leaders-1.3186568.
Plakoyiannaki, E., & Zotos, Y. (2009). Female Role Stereotypes in Print Advertising: Identifying Associations with Magazine and Product Categories. European Journal of Marketing, 43(11/12), 1411-1434.
Plank, Elizabeth, 10 Worst Ways Companies Have Used Feminism to Sell Woman Products, 2014, https://mic.com/articles/91961/10-worst-ways-companies-have-used-feminism-to-sell-women-products#.ZSXdiLmE8
Marcus Reker, K. B. (2016). “Why Can’t Run Like a Girl’s Also Mean Win the Race?”: Commodity Feminism and Participatory Branding as Forms of Self-Therapy in the Neoliberal Advertising Space.
Schneider, K. C., & Schneider, S. B. (1979). Trends in Sex Roles in Television Commercials. The Journal of Marketing, 79-84.
Simmons, G. (2008). Marketing to Postmodern Consumers: Introducing the Internet Chameleon. European Journal of Marketing, 42(3/4), 299-310.
Siu, W. S., & Kai-ming Au, A. (1997). Women in Advertising: A Comparison of Television Advertisements in China and Singapore. Marketing Intelligence & Planning, 15(5), 235-243.
Theodoridis, P. K., Kyrousi, A. G., Zotou, A. Y., & Panigyrakis, G. G. (2013). Male and Female Attitudes towards Stereotypical Advertisements: A Paired Country Investigation. Corporate Communications: An International Journal, 18(1), 135-160.
Taylor, V. E., & Winquist, C. E. (2002). Encyclopedia of Postmodernism. Routledge.
Wolin, L. D. (2003). Gender Issues in Advertising-An Oversight Synthesis of Research: 1970–2002. Journal of Advertising Research, 43(1), 111-129.
Yıldırım, A., & Şimşek, H. (2006). Sosyal Bilimlerde Nitel Arastırma Yöntemleri. Seçkin Yayıncılık.
Zmuda, N., & Diaz, A. C. (2014). Female Empowerment in Ads: Soft Feminism or Soft Soap?. Advertising Age, 2.
Zotos, Y. C., & Grau, S. L. (2016). Gender Stereotypes in Advertising: Exploring New Directions. International Journal of Advertising, 35(5), 759-760.
Zotos, Y. C., & Lysonski, S. (1994). Gender Representations: The Case of Greek Magazine Advertisements. Journal of Euromarketing, 3(2), 27-47.
Zotos, Y., & Eirini, T. (2014). Female Portrayals in Advertising Past Research, New Directions, International Journal on Strategic Innovative Marketing, 9-24.

Toplam 60 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	Türkçe
Bölüm	Makaleler
Yazarlar	Zehra Bozbay 0000-0002-2728-8003 Aylin Ecem Gürşen 0000-0003-3126-1644 Habib Mehmet Akpınar 0000-0002-7035-4168 Özlem Komitoğlu Yaman 0000-0002-2397-9229
Yayımlanma Tarihi	28 Aralık 2019
Kabul Tarihi	20 Aralık 2019
Yayımlandığı Sayı	Yıl 2019Sayı: 31

Kaynak Göster

APA	Bozbay, Z., Gürşen, A. E., Akpınar, H. M., Komitoğlu Yaman, Ö. (2019). Tüketicilerin Kadın Temalı Reklamcılık (Femvertising) Uygulamalarına İlişkin Değerlendirmeleri: Kalitatif Bir Araştırma. Galatasaray Üniversitesi İletişim Dergisi(31), 169-190. https://doi.org/10.16878/gsuilet.509226