EVALUATION OF FEMVERTISING TREND WITH GENDER EQUALITY CULTURE

Öz

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.

Anahtar Kelimeler

• Femvertising
• Culture
• Gender

CİNSİYET EŞİTLİĞİ KÜLTÜRÜYLE FEMVERTISING AKIMININ DEĞERLENDİRİLMESİ

Öz

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

Anahtar Kelimeler

• Femvertising
• Kültür
• Cinsiyet

Kaynakça

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