GENDER CHALLENGING ADS IN THE EYES OF THE AUDIENCE
Öz
As a part of culture industries advertisement shows both women and men to behave in particular ways and
plays in the reinforcement of gender stereotypes and the detrimental impact this may have on individuals,
the economy and society in general. However, as a development in the opposite direction, in recent years
there has been a significant increase in the number of current ads campaigns that shatter gender stereotypes.
Despite that many adverts have already tried to attract attention for gender-related issues, there have been
very limited studies on exploring the views from various groups of audiences regarding gender related
components of these gender challenging ads. As to original contribution of this study, to our best knowledge,
it is the first study that has empirically presented audience's perception toward gender challenging ads in
Turkey. The aim of this work is to reveal how gender challenging advertisements are perceived by audience.
Methodologically this study employs a qualitative approach that is based on content analysis. Total of eight
commercials were selected purposively. Sixteen participants presenting different demographic and
socioeconomic groups were asked to watch a pair of commercials and the data was collected through indepth
interviews. Emotions, thoughts, attitudes and behaviors of audience related to advertisements were
analyzed using content analysis. The results of this research reveal the power of advertising to shape the
viewer's sense of the world.
Anahtar Kelimeler
Kaynakça
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