Araştırma Makalesi
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Is "Femvertising" a Revolution or a Marketing Strategy? A Systematic Analysis

Yıl 2023, Cilt: 5 Sayı: 2, 62 - 74, 28.10.2023

Gülten Adalı

https://doi.org/10.55055/mekcad.1344711

Öz

Femvertising (female - empowerment advertising) refers to creating advertising content with representations and messages that go beyond male-female stereotypes and gender norms, influenced by the feminist movement in advertising. The aim of this study is to examine whether the concept of "femvertising", which is seen as the reflection of the phenomenon of gender equality in advertising texts influenced by the feminist movement that has become popular in recent years and attracted public attention with various media messages, is considered as a marketing strategy or a revolution in academic studies.
This study employs systematic review, which is a research approach based on a comprehensive and detailed scanning of studies conducted in a field using similar methods; the determination of studies to be included in the review using various selection criteria, and the structured and comprehensive quality assessment and synthesis of the identified studies. It is thought that a thorough examination of the elements addressed in the study will provide researchers with a current roadmap for developing more qualitative, more original, and stronger advertising work in the dichotomy of feminism and advertising. Academic awareness of femvertising and looking at gender inequality from an advertising perspective is expected to be beneficial in both industry and academic terms.

Anahtar Kelimeler

Advertising Femvertising WOS Systematic Analysis

Kaynakça

  • Adalı, 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.
  • Adalı, G., Ügümü Aktaş, P. & Aydın, Ş. (2022). Kriz iletişimde femvertising stratejisinin kullanımı: Dardanel Ton “Elinize Sağlık“ reklamı örneği. Uluslararası Medya ve İletişim Araştırmaları Hakemli Dergisi, 5 (2), 259-282.
  • Åkestam, N., Rosengren, S. & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. (Erişim Tarihi: 10.07.2023), https://www.webofscience.com/wos/woscc/full-record/WOS:000404919600004
  • Baxter, A. (2015). Faux activism in recent female-empowering advertising. Elon Journal of Undergraduate Research in Communications, 6 (1).
  • Becker-Herby, E. (2016). The rise of femvertising: Authentically reaching female consumers. Retrieved from The University of Minnesota Digital Conservancy.
  • Bozbay, Z., Gürşen., A, Akpınar, H. & Komitoğlu, Ö. (2019). Tüketicilerin kadın temalı reklamcılık uygulamalarına ilişkin değerlendirmeleri: Kalitatif bir araştırma. İleti-ş-im, 31 (31), 169 - 190. 10.16878/gsuilet.509226
  • 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, (Erişim Tarihi: 10.07.2023), https://www.webofscience.com/wos/woscc/full-record/WOS:000493613500017
  • Denyer, D. & Tranfield, D. (2009). Producing a systematic review. In D. A. Buchanan & A. Bryman (Eds.), The Sage Handbook of Organizational Research Methods, (671–689). Sage Publications Ltd.
  • Drake, V. E. (2017). The impact of female empowerment in advertising (Femvertising). Journal of Research in Marketing, 7 (3), 593-599.
  • Feng, Y., Chen, H., & He, L. (2019). Consumer responses to femvertising: A data-mining case of Dove’s “Campaign for Real Beauty” on YouTube. Journal of Advertising, 48 (3), 292-301. (Erişim Tarihi: 10.07.2023), https://www.webofscience.com/wos/woscc/full-record/WOS:000470373300001
  • Gough, D., Oliver, S. & Thomas, J. (2012). Introducing systematic reviews. In D. Gough, S. Oliver ve J. Thomas (Eds.), An introduction to systematic reviews, (1-16). London: Sage.
  • Grau, S. L., & Zotos, Y. C. (2016). Gender stereotypes in advertising: a review of current research. International Journal of Advertising, 35 (5), 761-770. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full record/WOS:000381376300002
  • Johnston, J. & Taylor, J. (2008). Feminist consumerism and fat activists: A comparative study of grassroots activism and the Dove real beauty campaign. Signs: Journal of Women in Culture and Society, 33 (4), 941-966.
  • 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.
  • Karaçam, Z. (2013). Sistematik derleme metodolojisi: Sistematik derleme hazırlamak için bir rehber. Dokuz Eylül Üniversitesi Hemşirelik Yüksekokulu Elektronik Dergisi, 6 (1), 26-33.
  • Karasar, N., (2013). Bilimsel Araştırma Yöntemi. Ankara: Nobel Yayıncılık.
  • Lilburn, S., Magarey, S., & Sheridan, S. (2000). Celebrity Feminism as Synthesis: Germaine greer, the female eunuch and the Australian print media. Continuum: Journal of Media & Cultural Studies, 14(3), 335-348.
  • Mahdawi, A. (2014). How feminism became a great way to sell stuff, https://www.theguardian.com/commentisfree/2014/apr/23/feminism-adverts-great-way-sell-stuff
  • Murray, D. P. (2013). Branding “real” social change in Dove’s campaign for real beauty. Feminist Media Studies, 13 (1), 83-101.
  • Needleman, I. G. (2002). A guide to systematic reviews. Journal of Clinical Periodontology, 29 (3): 6-9.
  • Pérez, M. P. R., & Gutiérrez, M. (2017). Femvertising: female empowering strategies in recent Spanish commercials. Investigaciones feministas, 8 (2), 337-351. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000418750300003
  • Pérez, M. P. R. & Gutiérrez, M. (2017). Femvertising: female empowering strategies in recent Spanish commercials. Investigaciones Feministas, 8 (2), 337-351.
  • Peters, M. D., Godfrey, C. M., Khalil, H., McInerney, P., Parker, D., & Soares, C. B. (2015). Guidance for conducting systema tic scoping reviews. International Journal of Evidence-Based Healthcare, 13 (3), 141-146.
  • Rodrigues, R. A. (2016). Femvertising: empowering women through the hashtag? A comparative analysis of consumers' reaction to feminist advertising on Twitter, Yayımlanmamış Doktora Tezi. Instituto Superior de Economia e Gestão.
  • Sobande, F. (2019). Woke-washing:“intersectional” femvertising and branding “woke” bravery. European Journal of Marketing, 54 (11), 2723-2745. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000596506400005
  • Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2022). Is femvertising the new greenwashing? Examining corporate commitment to gender equality. Journal of Business Ethics, 177 (3), 491-505. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000619377000001
  • 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. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000620127800002
  • Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22 (2), 441-459. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000574678200001
  • Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2020). Selling feminism: How female empowerment campaigns employ postfeminist discourses. Journal of Advertising, 49 (1), 18-33. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000499269800001
  • Yılmaz, K. (2021). Sosyal bilimlerde ve eğitim bilimlerinde sistematik derleme, meta değerlendirme ve bibliyometrik analizler. Manas Sosyal Araştırmalar Dergisi, 10 (2), 1457-1490.
  • Zmuda, N., & Diaz, A. C. (2014). Female Empowerment in Ads: Soft Feminism or Soft Soap? Advertising Age, 2.

“Femvertising” Bir Devrim mi Yoksa Pazarlama Stratejisi mi? Sistematik Bir Analiz

Yıl 2023, Cilt: 5 Sayı: 2, 62 - 74, 28.10.2023

Gülten Adalı

https://doi.org/10.55055/mekcad.1344711

Öz

Femvertising (kadın odaklı reklamcılık), reklamlarda feminist akımın etkisiyle, kadın-erkek stereotiplerinin dışında ve toplumsal cinsiyet kalıplarının ötesinde temsiliyete ve mesajlara sahip içeriklerin yaratılmasıdır. Bu çalışmanın amacı; son yıllarda popülerleşen ve çeşitli medya iletileriyle de kamuoyunda ilgi çeken feminist hareketten etkilenerek toplumsal cinsiyet eşitliği olgusunun reklam metinlerine yansıması olarak görülen “femvertising” kavramının akademik çalışmalarda bir pazarlama stratejisi olarak mı yoksa bir devrim mi olarak mı değerlendirildiğini incelemektir.
Bu araştırmada da kullanılan sistematik derleme tekniği, bir alanda benzer yöntemler ile yapılmış olan çalışmaların kapsamlı ve detaylı bir biçimde taranması; derlemeye girecek çalışmaların çeşitli seçme ölçütleri kullanılarak belirlenmesi, belirlenen çalışmaların yapılandırılmış ve kapsamlı bir kalite değerlendirmesinin ve sentezinin yapılması esasına dayanan bir araştırma yaklaşımıdır. Çalışmada ele alınan unsurların derinlemesine incelenmesinin feminizm ve reklam dikotomisinde daha nitelikli, daha orijinal ve güçlü reklam çalışmaları geliştirebilmek için araştırmacılara güncel bir yol haritası sunacağı düşünülmektedir. Femvertising konusunda akademik farkındalık yaratılması ve toplumsal cinsiyet eşitsizliğine reklamcılık perspektifinden bakılmasının sektörel ve akademik anlamda faydalı olması beklenmektedir.

Anahtar Kelimeler

Reklam Femvertising WOS Sistematik Analiz.

Kaynakça

  • Adalı, 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.
  • Adalı, G., Ügümü Aktaş, P. & Aydın, Ş. (2022). Kriz iletişimde femvertising stratejisinin kullanımı: Dardanel Ton “Elinize Sağlık“ reklamı örneği. Uluslararası Medya ve İletişim Araştırmaları Hakemli Dergisi, 5 (2), 259-282.
  • Åkestam, N., Rosengren, S. & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. (Erişim Tarihi: 10.07.2023), https://www.webofscience.com/wos/woscc/full-record/WOS:000404919600004
  • Baxter, A. (2015). Faux activism in recent female-empowering advertising. Elon Journal of Undergraduate Research in Communications, 6 (1).
  • Becker-Herby, E. (2016). The rise of femvertising: Authentically reaching female consumers. Retrieved from The University of Minnesota Digital Conservancy.
  • Bozbay, Z., Gürşen., A, Akpınar, H. & Komitoğlu, Ö. (2019). Tüketicilerin kadın temalı reklamcılık uygulamalarına ilişkin değerlendirmeleri: Kalitatif bir araştırma. İleti-ş-im, 31 (31), 169 - 190. 10.16878/gsuilet.509226
  • 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, (Erişim Tarihi: 10.07.2023), https://www.webofscience.com/wos/woscc/full-record/WOS:000493613500017
  • Denyer, D. & Tranfield, D. (2009). Producing a systematic review. In D. A. Buchanan & A. Bryman (Eds.), The Sage Handbook of Organizational Research Methods, (671–689). Sage Publications Ltd.
  • Drake, V. E. (2017). The impact of female empowerment in advertising (Femvertising). Journal of Research in Marketing, 7 (3), 593-599.
  • Feng, Y., Chen, H., & He, L. (2019). Consumer responses to femvertising: A data-mining case of Dove’s “Campaign for Real Beauty” on YouTube. Journal of Advertising, 48 (3), 292-301. (Erişim Tarihi: 10.07.2023), https://www.webofscience.com/wos/woscc/full-record/WOS:000470373300001
  • Gough, D., Oliver, S. & Thomas, J. (2012). Introducing systematic reviews. In D. Gough, S. Oliver ve J. Thomas (Eds.), An introduction to systematic reviews, (1-16). London: Sage.
  • Grau, S. L., & Zotos, Y. C. (2016). Gender stereotypes in advertising: a review of current research. International Journal of Advertising, 35 (5), 761-770. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full record/WOS:000381376300002
  • Johnston, J. & Taylor, J. (2008). Feminist consumerism and fat activists: A comparative study of grassroots activism and the Dove real beauty campaign. Signs: Journal of Women in Culture and Society, 33 (4), 941-966.
  • 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.
  • Karaçam, Z. (2013). Sistematik derleme metodolojisi: Sistematik derleme hazırlamak için bir rehber. Dokuz Eylül Üniversitesi Hemşirelik Yüksekokulu Elektronik Dergisi, 6 (1), 26-33.
  • Karasar, N., (2013). Bilimsel Araştırma Yöntemi. Ankara: Nobel Yayıncılık.
  • Lilburn, S., Magarey, S., & Sheridan, S. (2000). Celebrity Feminism as Synthesis: Germaine greer, the female eunuch and the Australian print media. Continuum: Journal of Media & Cultural Studies, 14(3), 335-348.
  • Mahdawi, A. (2014). How feminism became a great way to sell stuff, https://www.theguardian.com/commentisfree/2014/apr/23/feminism-adverts-great-way-sell-stuff
  • Murray, D. P. (2013). Branding “real” social change in Dove’s campaign for real beauty. Feminist Media Studies, 13 (1), 83-101.
  • Needleman, I. G. (2002). A guide to systematic reviews. Journal of Clinical Periodontology, 29 (3): 6-9.
  • Pérez, M. P. R., & Gutiérrez, M. (2017). Femvertising: female empowering strategies in recent Spanish commercials. Investigaciones feministas, 8 (2), 337-351. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000418750300003
  • Pérez, M. P. R. & Gutiérrez, M. (2017). Femvertising: female empowering strategies in recent Spanish commercials. Investigaciones Feministas, 8 (2), 337-351.
  • Peters, M. D., Godfrey, C. M., Khalil, H., McInerney, P., Parker, D., & Soares, C. B. (2015). Guidance for conducting systema tic scoping reviews. International Journal of Evidence-Based Healthcare, 13 (3), 141-146.
  • Rodrigues, R. A. (2016). Femvertising: empowering women through the hashtag? A comparative analysis of consumers' reaction to feminist advertising on Twitter, Yayımlanmamış Doktora Tezi. Instituto Superior de Economia e Gestão.
  • Sobande, F. (2019). Woke-washing:“intersectional” femvertising and branding “woke” bravery. European Journal of Marketing, 54 (11), 2723-2745. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000596506400005
  • Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2022). Is femvertising the new greenwashing? Examining corporate commitment to gender equality. Journal of Business Ethics, 177 (3), 491-505. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000619377000001
  • 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. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000620127800002
  • Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22 (2), 441-459. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000574678200001
  • Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2020). Selling feminism: How female empowerment campaigns employ postfeminist discourses. Journal of Advertising, 49 (1), 18-33. (Erişim Tarihi: 10.07.2023) https://www.webofscience.com/wos/woscc/full-record/WOS:000499269800001
  • Yılmaz, K. (2021). Sosyal bilimlerde ve eğitim bilimlerinde sistematik derleme, meta değerlendirme ve bibliyometrik analizler. Manas Sosyal Araştırmalar Dergisi, 10 (2), 1457-1490.
  • Zmuda, N., & Diaz, A. C. (2014). Female Empowerment in Ads: Soft Feminism or Soft Soap? Advertising Age, 2.
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim Çalışmaları, İletişim ve Medya Çalışmaları (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Gülten Adalı 0000-0002-7068-4482

Yayımlanma Tarihi 28 Ekim 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 5 Sayı: 2

Kaynak Göster

APA Adalı, G. (2023). “Femvertising” Bir Devrim mi Yoksa Pazarlama Stratejisi mi? Sistematik Bir Analiz. Medya Ve Kültürel Çalışmalar Dergisi, 5(2), 62-74. https://doi.org/10.55055/mekcad.1344711
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