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

Yıl 2019, Sayı: 31, 169 - 190, 28.12.2019
https://doi.org/10.16878/gsuilet.509226

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. 

Kaynakça

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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

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