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

Abstract

Advertisements that put particular emphasis on the gender equality and show a growing body of "girl power" theme recently, are stated as "femvertising" which is the combination of French word of woman (femme) and English word of advertising in literature. Femvertising themed advertisings emphasize on women's power. It is possible to evaluate these ads as a result of globalization and the changing structure of women's role in society. In this study, it was aimed to determine whether consumer perceptions of these advertisements and these perceptions' changes according to gender. Within the scope of research, in- depth interviews were conducted with 15 people and the data obtained from the questionnaire were subjected to descriptive content analysis. As a result, it was found that female and male consumers' views on the advertisements were generally different. In addition, it has been found that femvertising themed ads can be represented by a limited group of products and that the image )