Research Article
BibTex RIS Cite

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

Year 2019, Issue: 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

Abstract

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. 

Keywords

Reklam Kadın Temalı Reklamcılık Kalitatif Araştırma Derinlemesine Görüşme

References

  • 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.

Year 2019, Issue: 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

Abstract

References

  • 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.
There are 60 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

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

Publication Date December 28, 2019
Acceptance Date December 20, 2019
Published in Issue Year 2019Issue: 31

Cite

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

Cited By

“Femvertising” Bir Devrim mi Yoksa Pazarlama Stratejisi mi? Sistematik Bir Analiz
Medya ve Kültürel Çalışmalar Dergisi
https://doi.org/10.55055/mekcad.1344711
Femvertising Uygulamalarının Tüketici Tutum ve Davranış Niyetlerine Etkisi: Kendini Feminist Tanımlamanın Düzenleyici Rolü
Türkiye İletişim Araştırmaları Dergisi
https://doi.org/10.17829/turcom.1195321
Kriz İletişimde Femvertising Stratejisinin Kullanımı: Dardanel Ton “Elinize Sağlık“ Reklamı Örneği
MEDİAJ
https://doi.org/10.33464/mediaj.1131673
The Role Of The Concept Of Femvertısıng In The Advertısıng Strategıes Of Instıtutıons: An Examining The Advertısement Publıshed By Turkısh Aırlınes For Internatıonal Women's Day On March 8, 2021 Usıng The Semıotıc Analysıs Method
Intermedia International E-journal
https://doi.org/10.56133/intermedia.1021721
KADINLARIN REKLAMLARDA TEMSİLİ BAĞLAMINDA “FEMVERTİSİNG”: NIKE, MOLPED VE ELİDOR REKLAMLARI ÖRNEĞİ
Türkiye İletişim Araştırmaları Dergisi/26306220
https://doi.org/10.17829/turcom.932211
Pazarlamada Femvertising: Selpak Reklam Filminin Analizi
OPUS Uluslararası Toplum Araştırmaları Dergisi
Cansu TOR-KADIOĞLU
https://doi.org/10.26466/opus.821650
KADIN ODAKLI REKLAMCILIKTA (FEMVERTISING) SUNULAN POSTFEMİNİST SÖYLEMLER: L’OREAL PARIS – “THIS IS AN AD FOR MEN” REKLAM AFİŞLERİNİN GÖSTERGEBİLİMSEL ÇÖZÜMLEMESİ
Nişantaşı Üniversitesi Sosyal Bilimler Dergisi
Aydan ÜNLÜKAYA
https://doi.org/10.52122/nisantasisbd.871208
 Download Cover Image

Creative Commons LisansıTRDizinlogo_live-e1586763957746.png