EVALUATION OF FEMVERTISING TREND WITH GENDER EQUALITY CULTURE

Year 2021, Volume: 11 Issue: 4, 2273 - 2284, 31.12.2021

Erdoğan Koç , Cansu Tor-kadıoğlu

https://doi.org/10.30783/nevsosbilen.1025248

Cited By: 1

Abstract

Today, it is seen that the gender roles imposed on women are emphasized in general advertisements. When social learning theory is examined, it is known that behaviors are learned through experience or modeling. Therefore, it is necessary to ensure that the advertisements that deeply affect the society give the right messages. Femvertising appears in the marketing literature as a strategy to contribute to feminism by changing the stereotypes of women in advertising. This study aims to provide a chronological view of the intersections of feminism and women's power-oriented advertisements. For this purpose, information is given about the use of the image of woman in advertisements and the concept of woman-oriented advertisement. The place of women in advertisements is explained in an intercultural context. 12 examples of advertisements highlighting the power of women were selected and examined. This study is one of the few studies that draws attention to women's power-oriented advertisements in marketing. The study, which has concerns such as raising academic awareness about femvertising and looking at gender inequality from a marketing perspective, is expected to be beneficial in terms of sector and academic.

Keywords

Femvertising, Culture, Gender

CİNSİYET EŞİTLİĞİ KÜLTÜRÜYLE FEMVERTISING AKIMININ DEĞERLENDİRİLMESİ

Abstract

Günümüzde reklamların genelinde, kadınlara dayatılan toplumsal cinsiyet rollerinin vurgulandığı görülmektedir. Sosyal öğrenme teorisi incelendiğinde, davranışların deneyimlerle ya da modelleme yoluyla öğrenildiği bilinmektedir. O halde toplumu derinden etkileyen reklamların doğru mesajlar vermesini sağlamak gerekmektedir. Femvertising, reklamcılıkta kadın stereotiplerini değiştirerek feminizme katkıda bulunma stratejisi olarak pazarlama alan yazınında karşımıza çıkmaktadır. Bu çalışma, feminizm ve kadının gücü odaklı reklamların kesiştiği noktalara kronolojik bir bakış sunmayı amaçlamaktadır. Bu amaçla reklamlarda kadın imgesinin kullanımı ve kadın odaklı reklam kavramı hakkında bilgiler verilmiştir. Kadının reklamlardaki yeri kültürlerarası bağlamda anlatılmıştır. Kadınların gücünü ön plana çıkaran reklamlardan 12 örnek reklam seçilerek incelenmiştir. Bu çalışma, pazarlamada kadının gücü odaklı reklamlara dikkat çeken sayılı çalışmalardan bir tanesidir. Femvertising konusunda akademik farkındalık yaratılması ve toplumsal cinsiyet eşitsizliğine pazarlama perspektifinden bakılması gibi kaygılar taşıyan çalışmanın, sektörel ve akademik anlamda faydalı olması beklenmektedir

Keywords

Femvertising, Kültür, Cinsiyet

References

• Åkestam N, Rosengren S. ve Dahlen M. (2017). Advertising “like a girl”: toward a better understanding of “femvertising” and its effects. Psychology & Marketing 34(8):795-806.
• Ashmore, R. D., ve Del Boca, F. K. (1981). Conceptual approaches to stereotypes and stereotyping. In ‘Cognitive processes in stereotyping and intergroup behavior’, 1-37.
• Association of National Advertisers (2016). “#SeeHer.” https://seeher.com/about. (Erişim tarihi: 10.11.2021).
• Bang, H.-K., Raymond, M. A., Taylor, C. R., ve Moon, Y. S. (2005). A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: A content analysis. International Marketing Review, 22(3), 309–326.
• Becker-Herby, E. (2016). The rise of femvertising: authentically reaching female consumers. Twin Cities: University of Minnesota.
• Branchik, B. J., ve Chowdhury, T. G. (2013). Self-oriented masculinity: advertisements and the changing culture of the male market. Journal of Macromarketing, 33(2), 160-171.
• BIA NEW DESK (2021). https://bianet.org/english/gender/238628-undp-turkey-ranks-68th-in-gender-equality. (Erişim Tarihi:05.10.2021).
• Bolzendahl, C.I ve Myers, D.J., (2004). Feminist attitudes and support for gender equality: opinion change in women and men, 1974-1998. Soc. Forces 83 (2), 759e789.
• Bu, K., Kim, D., ve Lee, S.-Y. (2009). Determinants of visual forms used in print advertising: A cross-cultural comparison. International Journal of Advertising, 28(1), 13–47.
• Champlin, S., Sterbenk, Y., Windels, K. ve 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.
• Cihangiroğlu, E. (2017). Reklamda kadın temsilinde cinsiyetçi yaklaşımlar ve femvertising kavramı. Yayımlanmamış Yüksek Lisans Tezi. İstanbul Ticaret Üniversitesi, İstanbul.
• Connell, R. W. (2005). A Really Good Husband: Work/Life Balance, Gender Equity and Social Change. Australian Journal of Social Issues 40 (3): 369–383.
• Deloitte Raporu (2020). Reklamcılar derneği Türkiye'de medya ve reklam yatırımları. Erişim tarihi: 21.08.2021. Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing, 7(3), 593-599.
• Dorius, S.F. ve Alwin, D.F. (2012). The Global reach of egalitarianism: Worldwide trends in gender beliefs. Unpublished Thesis. Iowa State University.
• Elder, G. H. (1977). Family History and the Life Course. Journal of Family History 2 (4): 279–304.
• Elder, G. H. (1999). Children of the great depression: social change in life experience. Boulder, CO: Westview Press.
• Facebook Business (2017). How gender-positive ads pay off. https://www.facebook.com/business/ news/insights/how-gender-positive-ads-pay-off. (Erişim tarihi: 10.11.2021).
• Feliu, A., ve Fernandez, M. D. (2010). La mujer en la publicidad: hacia nuevos discursos. La representacio de genere a la publicitat del segle XXI. Consulta 23/07/2020. Disponible en:http://www3. udg. edu/publicacions/vell/electroni-ques/congenere.
• Firebaugh, G. (1992). Where does social change come from? Estimating the relative contributions of individual change and population turnover. Popul. Res. Policy Rev. 11 (1), 1e20.
• Fowler, K., ve Thomas, V. (2015). A content analysis of male roles in television advertising: Do traditional roles still hold?. Journal of Marketing Communications, 21(5), 356-371.
• Furnham, A., ve T. Mak. (1999). Sex-role stereotyping in television commercials: A review and comparison of fourteen studies done on five continents over 25 years. Sex Roles 41, no.5/6: 413–37.
• Garcia, N., ve Martinez, L. (2008). La recepcion de la imagen de las mujeres en los medios: una aproximacion cualitativa. Comunidad y Sociedad, 111-128.
• Gill, R., ve A.S. Elias. (2014). ‘Awaken your incredible’: Love your body discourses and postfeminist contradictions. International Journal of Media & Cultural Politics 10,2: 179–188.
• Goffman, E. (1979). Gender advertisements. Macmillan International Higher Education.
• Grau, S.L., ve Y.C. Zotos. (2016). Gender stereotypes in advertising: a review of current research International Journal of Advertising 35,5: 761–70.
• Grove, C. N. (2005). Introduction to the GLOBE research project on leadership worldwide, available at: www.grovewell.com/pub-GLOBE-intro.html (Erişim tarihi: 10.11.2021).
• Hatzithomas, L., Boutsouki, C., ve Ziamou, P. (2016). A longitudinal analysis of the changing roles of gender in advertising: A content analysis of Super Bowl commercials. International Journal of Advertising, 35(5), 888-906.
• Hernandez-Ruiz, A., Martin, M. ve Belendez, M. (2012). La representacion de la mujer en publicidad: (des) igualdad cuantitativa y cualitativa en la creatividad espanola. Estudios sobre el Mensaje Periodistico, 18, 521-530. doi: 10.5209/revESMP 2012.v18.40931. Hofstede, G. (2001). Culture's recent consequences: Using dimension scores in theory and research. International Journal of Cross Cultural Management, 1(1), 11-17.
• House, R., Javidan, M., Hanges, P. ve Dorfman, P. (2002). Understanding cultures and implicit leadership theories across the globe: An introduction to project GLOBE. Journal of World Business, 37 (1), 3-10.
• Inglehart, R., ve W. E. Baker. (2000). Modernization, cultural change, and the persistence of traditional values. American Sociological Review 65 (1): 19–51. doi:10.2307/2657288.
• Inglehart, R.F ve Norris, P. (2003). rising tide. gender equality and cultural change around the world. Cambridge University Press, Cambridge, MA.
• Kapoor, D., ve 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.
• Knoll, S., Eisend, M. ve Steinhagen, J. (2011). Gender roles in advertising: Measuring and comparing gender stereotyping on public and private tv channels in Germany. International Journal of Advertising, 30(5), 867-888. Koç, E. (2002). The impact of gender in marketing communications: The role of cognitive and affective cues. Journal of Marketing Communications, 8(4), 257-275.
• Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri. İstanbul: Seçkin Yayıncılık. Koç, E. (2020). Do women make better in tourism and hospitality? a conceptual review from a customer satisfaction and service quality perspective, Journal of Quality Assurance in Hospitality & Tourism, 21:4, 402-429. Lee, K.S., Alwin, D.F. ve Tufis¸ P.A. (2007). Beliefs about women's labour in the reunified Germany, 1991-2004. Eur. Sociol. Rev. 23 (4), 487e503.
• Liu, F., Cheng, H., ve Li, J. (2009). Consumer responses to sex appeal advertising: a cross‐cultural study. International Marketing Review. 26(4) 501-520.
• Lepkowska-White, E., Brashear, T.G. ve Weinberger, M.G. (2003). A test of ad appeal effectiveness in Poland and the United States. Journal of Advertising, 32(3): 57-67.
• Lynn, S., Hardin, M. ve Walsdorf, K. (2004). Selling (out) the Sporting Woman: Advertising Images in Four Athletic Magazines. Journal of Sport Management, 18(4), 335-349.
• Mahdawi, A. (2014). How feminism became a great way to sell stuff. The Guardian 23.
• Moen, P. (1996). Gender, age, and the life course.” ın handbook of aging and the social sciences, Edited by R. H. Binstock and L. K. George, 171–187. 4th ed. San Diego, CA: Academic Press
• Navarro, M. ve Martin, M. (2011). El sexismo publicitario: delimitacion de conceptos e indicadores de genero. Estudio empirico de la produccion cientifica. Pensar la Publicidad, 5(1), 51-73.
• Paek, H. J. (2005). Understanding celebrity endorsers in cross-cultural contexts: A content analysis of South Korean and US newspaper advertising. Asian Journal of Communication, 15(2), 133–153.
• Onaylı-Şengül, G. (2018). Kadın odaklı reklamlarda kadınlık sunumu. Yayımlanmamış Yüksek Lisans Tezi. Kadir Has Üniversitesi, Sosyal Bilim-ler Enstitüsü, İstanbul.
• Pérez, M. P. R., ve Gutiérrez, M. (2017). Femvertising: female empowering strategies in recent Spanish commercials. Investigaciones feministas, 8(2), 337-351.
• Pollay, R. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18–36.
• Prieler, M. ve Kohlbacher, F. (2016). Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan; Palgrave Macmillan: London, UK.
• Prieler, M., Kohlbacher, F., Hagiwara, S. ve Arima, A. (2017). Gender portrayals of older people in japanese television advertisements. Journal of Asian Women, 33,
• Ryder, N.B. (1965). The cohort as a concept in the study of social change. Am. Sociol. Assoc. 30 (6), 843e861. Sayın, H. (2020). https://www.huseyinsayin.com/asiri-iletisim-ve-mesaj-patlamasi/ (Erişim tarihi: 02.09.2021) She Knows (2016). https://www.sheknows.com/living/articles/1056821/sheknows-unveils-results-of-its-fem-vertising-surveyinfographic/. (Erişim tarihi: 02.09.2021)
• Taylor, C. R. Miracle, G. E. ve Wilson, R. D. (1997). The impact of information level on the effectiveness of U.S. and Korean television commercials. Journal of Advertising, 26(1), 1–18.
• Tor Kadıoglu, C. (2021). Pazarlamada femvertising: Selpak reklam filminin analizi. OPUS Uluslararası Toplum Araştırmaları Dergisi, 17(38), 5304-5331.
• Um, N. (2021). Antecedents and consequences of attitude toward femvertising. The Journal of the Korea Contents Association, 21(1), 66-74.
• UN Women (2019). “I want to change the way the world looks at itself.” http://www.unwomen. org/en/news/stories/2019/4/speech-ed-phumzile-unstereotype-alliance-summit (Erişim tarihi: 02.10.2021). UNFPA (2021). https://turkey.unfpa.org/tr/topics/toplumsal-cinsiyet-e%C5%9Fitli%C4%9Fi (Erişim tarihi: 02.10.2021).
• Unstereotype Alliance (2018). “Beyond Gender. The Invisible Stereotypes.” https://www.unstereotypealliance.org/-media/files/un%20women/unsta/resources/unstereotype%20alliance%20beyond%20gender%20report.pdf?la=en (Erişim tarihi: 02.10.2021)
• Varghese, N., ve Kumar, N. (2020). Femvertising as a media strategy to increase self-esteem of adolescents: An experiment in India. Children and Youth Services Review, 104965
• Vega Saldaña, S. M., Barredo Ibáñez, D., ve Merchán Clavellino, A. (2019). La imagen corporal de la mujer en la publicidad gráfica de las revistas femeninas españolas de alta gama. Universitat Autònoma de Barcelona; Universitat Oberta de Catalunya.
• Wirtz, J.G., J.V. Sparks, ve T.M. Zimbres. (2017). The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: A meta-analytic review. International Journal of Advertising 487: 1–31. Wolin, L.D. (2003). Gender issues in advertising an oversight synthesis of research: 1970–2002. Journal of Advertising Research 43,(1): 111–29.
• World Federation of Advertisers (2018). A Guide to Progressive Portrayals in Advertising. The Case for Unstereotyping Ads. https://www.wfanet.org/app/uploads/2018/05/WFA-Genderguide_final.pdf. (Erişim tarihi: 12.10.2021)
• Zayer, L., ve Coleman, C. A. (2015). Advertising professionals’ perceptions of the impact of gender portrayals on men and women: a question of ethics?. Journal of Advertising, 44(3), 1-12.
• Zhang, Y.ve Gelb, B. (1996). Matching advertising appeals to culture: The influence of products’ use conditions. Journal of Advertising, (25): 29-46.
• Zmuda, N. ve Diaz, A. C. (2014). Female Empowerment in Ads: Soft Feminism or Soft Soap. Advertising Age 2