TY  - JOUR
T1  - Femvertising as a Brand Activism Tool: An Analysis of the Film Barbie
TT  - Bir Marka Aktivizmi Aracı Olarak Femvertising: Barbie Filmi Üzerine Bir Analiz
AU  - Yılmaz Sert, Nuray
AU  - Çevik Ergin, Tuba
AU  - Yılmaz, Ebru
AU  - Kopuz, Semih
PY  - 2025
DA  - December
Y2  - 2025
DO  - 10.16878/gsuilet.1669356
JF  - Galatasaray Üniversitesi İletişim Dergisi
PB  - Galatasaray University
WT  - DergiPark
SN  - 1305-2411
SP  - 191
EP  - 214
IS  - 43
LA  - en
AB  - Femvertising is an advertising approach positioned within the context of brand activism and one that integrates feminism into marketing processes. Such strategies not only bring social issues such as gender equality and women’s rights to the forefront but also intersect with the commercial concerns of brands. The aim of this study is to examine how feminist advertising strategies, known as femvertising, are integrated into the film Barbie within the framework of brand activism and to analyze them considering the existing literature. The limited number of studies on the representation of femvertising in cinematic narratives makes this research significant and contributes to the literature in this context. The study demonstrates that femvertising is not merely a marketing tool but a powerful strategy that brings social issues onto the agenda and has the potential to foster change in these areas, while also underlining the need for critical evaluations. In the research, descriptive analysis, one of the qualitative research methods, was employed, and the data obtained were interpreted according to predetermined themes.
KW  - Advertising
KW  - Activism
KW  - Brand activism
KW  - Femvertising
KW  - Barbie
N2  - Femvertising, marka aktivizmi bağlamında konumlanan ve feminizmi pazarlama süreçlerine entegre eden bir reklamcılık yaklaşımıdır. Bu tür stratejiler, toplumsal cinsiyet eşitliği ve kadın hakları gibi sosyal meseleleri gündeme taşırken, aynı zamanda markaların ticari kaygılarıyla da kesişmektedir. Bu çalışmanın amacı, femvertising olarak bilinen feminist reklamcılık stratejilerinin marka aktivizmi çerçevesinde uygulamasını Barbie filmi üzerinden inceleyerek literatürdeki bilgiler ışığında analiz etmektir. Femvertising’in sinema anlatılarındaki temsiline dair çalışmaların sınırlılığı, bu araştırmayı özgün kılmakta ve bu bağlamda literatüre katkı sağlamaktadır.  Araştırma, femvertisingin yalnızca bir pazarlama aracı olmanın ötesinde, toplumsal meseleleri gündeme getiren ve bu konularda değişim yaratma potansiyeline sahip güçlü bir strateji olduğunu ortaya koymakta ancak eleştirel değerlendirmelere de ihtiyaç duyulduğunun altını çizmektedir. Araştırmada nitel araştırma yöntemlerinden betimsel analiz kullanılmış, elde edilen veriler önceden belirlenen temalara göre yorumlanmıştır.
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UR  - https://doi.org/10.16878/gsuilet.1669356
L1  - https://dergipark.org.tr/en/download/article-file/4742449
ER  -