Femvertising of Sportswear Brands: Semiotic Analysis of YouTube Campaigns

Deniz Kuter

doi:10.16878/gsuilet.1481994

TR FR EN

Spor Giyim Markaların Kadın Odaklı Reklamları (Femvertising): YouTube Kampanyalarının Göstergebilimsel Analizi

Öz

Kadın güçlenmesini vurgulayan ve cinsiyet kalıplarına meydan okuyan reklamcılığa femvertising adı verilir ve giderek daha yaygın olarak kullanılmaktadır. Ancak, birçok femvertising kampanyası, otantik olmadıkları ve markaların sadece bu eğilimi kullanarak ürünlerini tanıtmaya çalıştıkları için 'femwashing' olarak eleştirilmektedir. Bu nedenle, kadın güçlenme temalarını sergileyen her reklam femvertising olarak kabul edilemez. Bu araştırma, büyük spor giyim markalarının femvertising kampanyalarını şeffaflık, tutarlılık, çeşitlilik, saygı ve kalıplara meydan okuma açısından değerlendirmeyi amaçlamaktadır. Ayrıca, bu araştırma bu reklamlar arasında yaygın temaları ve farklılıkları belirlemeyi hedeflemektedir. Bu araştırma kapsamında, üç büyük marka olan Nike, Adidas ve Puma'nın küresel YouTube sayfalarında yayınlanan üç reklam kampanyası üzerinde göstergebilim analizi yapılarak, markaların spor yoluyla kadınları güçlendirme taahhütlerini nasıl ilettiklerini gösteren görsel ve metinsel unsurlar incelenmiştir. Çalışma, kampanyalar arasında üç ana tema belirlemiştir: çeşitli kadın temsilleri sergileyerek cinsiyet normlarına meydan okuma, sporlarda sistemik engellerin yaygınlığı ve kadınların bu engellerin üstesinden gelme kararlılığı ve markaların değerlerinin bu sosyal meseleyle uyumlu olması. Bulgular, markaların kurumsal sosyal sorumluluk hedefleriyle uyumlu olan otantik femvertising'in önemini vurgulamakta, cinsiyete odaklı reklam stratejilerini etik bir şekilde kullanmayı amaçlayan pazarlamacılar için içgörüler sağlamaktadır.

Anahtar Kelimeler

Femvertising des Marques de Vêtements de Sport : Analyse Sémiotique des Campagnes YouTube

Öz

Le femvertising, qui met l'accent sur l'autonomisation des femmes et remet en question les stéréotypes de genre, est de plus en plus utilisé. Cependant, de nombreuses campagnes sont critiquées comme étant du « femwashing », car elles ne sont pas authentiques et les marques profitent simplement de cette tendance pour promouvoir leurs produits. Dans une perspective d'authenticité, cette recherche vise à évaluer les campagnes de femvertising de grandes marques de vêtements de sport et à identifier les thèmes communs et les différences. Une analyse sémiotique est réalisée sur trois campagnes YouTube de trois grandes marques : Nike, Adidas et Puma. Trois thèmes principaux émergent : la remise en question des normes de genre en présentant des représentations diversifiées de femmes; la prévalence des barrières systématiques dans le sport et la détermination des femmes à les surmonter; et l'alignement des valeurs des marques avec cette question sociale. Les résultats soulignent l'importance du femvertising authentique qui s'aligne avec les objectifs de responsabilité sociale des entreprises des marques, fournissant des insights pour que les marketeurs exploitent éthiquement les stratégies de publicité axées sur le genre.

Anahtar Kelimeler

Femvertising of Sportswear Brands: Semiotic Analysis of YouTube Campaigns

Abstract

Advertising that emphasizes female empowerment and challenges gender stereotypes is coined femvertising and is becoming more commonly employed. However, many femvertising campaigns are being criticized as “femwashing,” as in they are not authentic, and brands are merely capitalizing on this trend to promote their products. Therefore, not every advertisement portraying female empowerment themes can be considered femvertising. From an authenticity perspective, this research aims to evaluate the femvertising campaigns of major sportswear brands based on transparency, consistency, diversity, respect, and challenging stereotypes. Additionally, this research aims to identify common themes and differences amongst these advertisements. For the purposes of this research, a semiotic analysis is conducted on three advertising campaigns of three major brands, Nike, Adidas, and Puma, that are published on their global YouTube pages, dissecting the visual and textual elements to reveal how brands communicate their commitment to empowering women through sports. The study identifies three main themes across the campaigns: challenging gender norms by showcasing diverse representations of women, the prevalence of systematic barriers in sports and how women are determined to overcome them, and how the brands’ values are aligned with this social issue. The findings highlight the importance of authentic femvertising that aligns with brands’ corporate social responsibility goals, providing insights for marketers aiming to ethically leverage gender-focused advertising strategies.

Keywords

Kaynakça

Abitbol, A., & Sternadori, M. (2019). Championing Women’s Empowerment as a Catalyst for Purchase Intentions: Testing the Mediating Roles of OPRs and Brand Loyalty in the Context of Femvertising. International Journal of Strategic Communication, 13(1), 22–41. https://doi.org/10.1080/1553118X.2018.1552963
Adalı Aydın, G., & Aydın, Ş. (2021). 8 Mart Dünya Emekçi Kadınlar Günü Temalı Reklamlarda Femvertising Stratejisinin Kullanımı Üzerine Bir Araştırma. Connectist: Istanbul University Journal of Communication Sciences, 61, 1–32. https://doi.org/10.26650/CONNECTIST2021-931232
Adidas. (2023, June 12). Let’s Break Barriers—Adidas. YouTube. https://www.youtube.com/watch?v=_R9uWNf7j6c
Åkestam, N. (2018). Caring for her: The influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals. International Journal of Advertising, 37(6), 871–892. https://doi.org/10.1080/02650487.2017.1384198
Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology and Marketing, 34(8), 795–806. https://doi.org/10.1002/mar.21023
Alkan, N. (2016). New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns. Galatasaray Üniversitesi İleti-ş-Im Dergisi, 24, 119–119. https://doi.org/10.16878/gsuilet.258974
Amir, A., Roca, D., Sadaf, L., & Obaid, A. (2023). How does femvertising work in a patriarchal context? An unwavering consumer perspective. Corporate Communications: An International Journal. https://doi.org/10.1108/CCIJ-03-2023-0040
Barthes, R. (1977). Image-Music-Text (S. Heath, Trans.). Hill and Wang.

Barthes, R. (2011). Çağdaş Söylenler (T. Yücel, Trans.). Metis Yayınları.
Barthes, R. (2023). Göstergebilimsel Serüven (M. Rifat & S. Rifat, Trans.; 11th ed.). Yapı Kredi Yayınları.
Bircan, U. (2015). Roland Barthes ve Göstergebilim. Sosyal Bilimler Araştırma Dergisi, 13(26), 17-41.
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 İleti-ş-Im Dergisi, 31, 169–190. https://doi.org/10.16878/gsuilet.509226
Brand Innovators. (2022, March 18). Puma Pushes ‘She Moves Us’ Campaign Forward. Brand Innovators. https://www.brand-innovators.com/news/puma-pushes-she-moves-us-campaign-forward/
Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How brand-cause fit shapes real world advertising messages: A qualitative exploration of ‘femvertising.’ International Journal of Advertising, 38(8), 1240–1263. https://doi.org/10.1080/02650487.2019.1615294
Dinç Kırlı, E. S., & Tan Çakır, N. (2021). Postfeminist Bir Pazarlama Stratejisi Olarak Femvertising: Nike, Molped ve Elidor Reklamları Örneği. Türkiye İletişim Araştırmaları Dergisi, 38, 364–385. https://doi.org/10.17829/turcom.932211
Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38(4), 418–440. https://doi.org/10.1007/s11747-009-0181-x
European Parliament. (2008). Report on how marketing and advertising affect equality between women and men. https://www.europarl.europa.eu/doceo/document/A-6-2008-0199_EN.html?redirect
Fiske, J. (2011). Introduction to Communication Studies. Routledge.
Hainneville, V., Guèvremont, A., & Robinot, É. (2023). Femvertising or femwashing? Women’s perceptions of authenticity. Journal of Consumer Behaviour, 22(4), 933–941. https://doi.org/10.1002/cb.2020
Huhmann, B. A., & Limbu, Y. B. (2016). Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general. International Journal of Advertising, 35(5), 846–863. https://doi.org/10.1080/02650487.2016.1157912
Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137–157. https://doi.org/10.1080/13527266.2017.1338611
Knoll, S., Eisend, M., & Steinhagen, J. (2011). Gender roles in advertising. International Journal of Advertising, 30(5), 867–888. https://doi.org/10.2501/ija-30-5-867-888
Launchmetrics. (2022). What is Media Impact ValueTM or MIV®? Launchmetrics. https://www.launchmetrics.com/resources/blog/what-is-miv
Lima, A. M., & Casais, B. (2021). Consumer reactions towards femvertising: A netnographic study. Corporate Communications: An International Journal, 26(3), 605–621. https://doi.org/10.1108/CCIJ-02-2021-0018
McCarthy, L. (2017). Empowering Women Through Corporate Social Responsibility: A Feminist Foucauldian Critique. Business Ethics Quarterly, 27(4), 603–631. https://doi.org/10.1017/beq.2017.28
Michaelidou, N., Siamagka, N. T., Hatzithomas, L., & Chaput, L. (2022). Femvertising practices on social media: A comparison of luxury and non-luxury brands. Journal of Product & Brand Management, 31(8), 1285–1300. https://doi.org/10.1108/JPBM-09-2020-3074
Negm, E. M. (2023). Femvertising social marketing: A focus on perceived authenticity and perceived congruence of the advertising and consumers’ attitudes toward female portrayal. Journal of Humanities and Applied Social Sciences, 5(5), 435–449. https://doi.org/10.1108/JHASS-05-2023-0053
Nike. (2021, February 2). Lose Count—Stronger Than One—Nike. YouTube. https://www.youtube.com/watch?v=jHlGiSYxJC0
Öymen, G., & Çiligül, B. (2022). Dijital Marka Aktivizminde Hashtag Feminizmi Kavramı: 8 Mart Dünya Kadınlar Günü Femvertising Stratejileri Üzerine Göstergebilimsel Bir Analiz. İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi, 10(22), 341-367.
Pankiw, S. A., Phillips, B. J., & Williams, D. E. (2021). Luxury brands’ use of CSR and femvertising: the case of jewelry advertising. Qualitative Market Research: An International Journal, 24(3), 302-325.
Park, M., Koo, J., & Kim, D. Y. (2023). Femvertising of luxury brands: Message concreteness, authenticity, and involvement. Journal of Global Fashion Marketing, 14(3), 243–262. https://doi.org/10.1080/20932685.2023.2176902
Puma. (2021, March 1). She Moves Us. Puma. https://about.puma.com/en/newsroom/news/she-moves-us-dua-lipa-and-puma-brand-ambassadors-celebrate-women-who-move-world
Puma. (2022a, March 8). “She Moves Forward”—Puma celebrates women who move the world of sports. https://about.puma.com/en/newsroom/news/she-moves-forward-puma-celebrates-women-who-move-world-sports
Puma. (2022b, March 8). She Moves Us—Puma. YouTube. https://www.youtube.com/watch?v=g33Cde7j04c
Rifat, M. (2009). Göstergebilimin ABC’si. Say Yayınları.
Saussure, F. (1985). Genel Dilbilim Dersleri. Birey ve Toplum Yayınları.
Sobande, F. (2019). Woke-washing: “Intersectional” femvertising and branding “woke” bravery. European Journal of Marketing, 54(11), 2723–2745. https://doi.org/10.1108/EJM-02-2019-0134
Statista. (2023a, June 8). Media Impact ValueTM of the most powerful brands in sportswear worldwide in 2022.
Statista. https://www.statista.com/statistics/1389671/powerful-brands-in-sportswear-worldwide/
Statista. (2023b, July 6). Attitudes towards female representation in advertising in the United States as of February 2022. Statista. https://www.statista.com/statistics/1309208/attitudes-female-representation-advertising-usa/
Statista. (2023c, September 5). Total revenue of the global sports apparel market 2023-2030. Statista. https://www.statista.com/statistics/254489/total-revenue-of-the-global-sports-apparel-market/
Sternadori, M., & Abitbol, A. (2019). Support for women’s rights and feminist self-identification as antecedents of attitude toward femvertising. Journal of Consumer Marketing, 36(6), 740–750. https://doi.org/10.1108/JCM-05-2018-2661
Teng, F., Hu, J., Chen, Z., Poon, K.-T., & Bai, Y. (2021). Sexism and the Effectiveness of Femvertising in China: A Corporate Social Responsibility Perspective. Sex Roles, 84(5–6), 253–270. https://doi.org/10.1007/s11199-020-01164-8
Török, A., Gomez-Borquez, C. L., Centeno-Velázquez, E., & Malota, E. (2023). Empowerment through femvertising—Evidence from Mexico and Hungary. Feminist Media Studies, 1–18. https://doi.org/10.1080/14680777.2023.2268854
Tsai, W.-H. S., Shata, A., & Tian, S. (2021). En-Gendering Power and Empowerment in Advertising: A Content Analysis. Journal of Current Issues & Research in Advertising, 42(1), 19–33. https://doi.org/10.1080/10641734.2019.1687057
UN Department of Economic and Social Affairs. (2015). Goal 5. Achieve gender equality and empower all women and girls. New York. https://sdgs.un.org/goals/goal5#targets_and_indicators
UN Women. (2017). Press Release: In Cannes, UN Women Executive Director calls on members of global industry to eliminate gender stereotypes in advertising. https://www.unwomen.org/en/news/stories/2017/6/press-release-in-cannes-un-women-ed-calls-to-eliminate-gender-stereotypes-in-advertising
Varghese, N., & Kumar, N. (2020). Femvertising as a media strategy to increase self-esteem of adolescents: An experiment in India. Children and Youth Services Review, 113, 104965. https://doi.org/10.1016/j.childyouth.2020.104965
Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441–459. https://doi.org/10.1080/14680777.2020.1825510
Vollero, A., Palazzo, M., Siano, A., & Foroudi, P. (2021). From CSR to CSI. Qualitative Market Research: An International Journal, 24(2), 143–160. https://doi.org/10.1108/QMR-12-2017-0184
Yoon, H. J., & Lee, M. (2023). A femvertising campaign always #LikeAGirl: Video responses and audience interactions on YouTube. Journal of Gender Studies, 32(5), 415–426. https://doi.org/10.1080/09589236.2021.2012135

Ayrıntılar

Birincil Dil

İngilizce

Konular

Sosyal Medya Çalışmaları

Bölüm

Araştırma Makalesi

Yazarlar

Deniz Kuter ^*
0000-0003-1384-6155
Türkiye

Yayımlanma Tarihi

29 Aralık 2024

Gönderilme Tarihi

10 Mayıs 2024

Kabul Tarihi

18 Aralık 2024

Yayımlandığı Sayı

Yıl 2024 Sayı: 41

DOI

https://doi.org/10.16878/gsuilet.1481994

IZ

https://izlik.org/JA54HZ98RR

Kaynak Göster

RIS / Bibtex

APA

Kuter, D. (2024). Femvertising of Sportswear Brands: Semiotic Analysis of YouTube Campaigns. Galatasaray Üniversitesi İletişim Dergisi, 41, 104-128. https://doi.org/10.16878/gsuilet.1481994