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Femvertising of Sportswear Brands: Semiotic Analysis of YouTube Campaigns

Yıl 2024, Sayı: 41, 104 - 128, 29.12.2024

Deniz Kuter

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

Öz

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.

Anahtar Kelimeler

Femvertising semiotics sportswear brands authenticity gender equality

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

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

Yıl 2024, Sayı: 41, 104 - 128, 29.12.2024

Deniz Kuter

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

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 sémiotique marques de vêtements de sport authenticité égalité des genres

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

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

Yıl 2024, Sayı: 41, 104 - 128, 29.12.2024

Deniz Kuter

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

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 kadın odaklı reklamcılık göstergebilim spor giyim markaları özgünlük toplumsal cinsiyet eşitliği

Kaynakça

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Toplam 51 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Sosyal Medya Çalışmaları
Bölüm Makaleler
Yazarlar

Deniz Kuter 0000-0003-1384-6155

Yayımlanma Tarihi 29 Aralık 2024
Gönderilme Tarihi 10 Mayıs 2024
Kabul Tarihi 18 Aralık 2024
Yayımlandığı Sayı Yıl 2024Sayı: 41

Kaynak Göster

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
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