Zehra BOZBAY, Aylin Ecem GÜRŞEN, Habib Mehmet AKPINAR, Özlem YAMAN KOMİTOĞLU

Tüketicilerin Kadın Temalı Reklamcılık Uygulamalarına İlişkin Değerlendirmeleri: Kalitatif Bir Araştırma

Cinsiyet eşitliğine vurgu yapan ve son dönemde sayısı artan “kadın gücü” temalı reklamlar literatürde Fransızca kadın (femme) ve İngilizce reklam (advertis-ing) kelimelerinin birleştirilmesiyle “femvertising” kavramı olarak ifade edilmek-tedir. Kadın temalı reklamlar, kadın gücüne vurgu yapan reklamlardır. Bu reklam-ları küreselleşme ve kadının toplum içindeki rolünün değişmesinin bir ürünü olarak değerlendirmek mümkündür. Bu çalışmada, söz konusu reklamlara yönelik tüketici algılarının ve bu algıların cinsiyete göre değişip değişmediğinin belirlen-mesi amaçlanmıştır. Çalışmada 15 kişi ile derinlemesine görüşmeler gerçekleştir-ilmiş, soru formundan elde edilen veri betimsel içerik analizine tabi tutulmuştur. Sonuçta, kadın ve erkek tüketicilerin söz konusu reklamlara bakışının genellikle farklı olduğu bulgusuna ulaşılmıştır. Bunun yanı sıra, kadın temalı reklamların sınırlı bir ürün grubuna uygulanabileceği ve reklamlardaki kadın imajının ülkemizin çok sınırlı bir bölümünü temsil edebileceği bulunmuştur. Ancak, hedef pazarına uygun olduğu, reklamlara sosyal bir misyon yüklenemeyeceği yine de farkındalığı art-tırması yönüyle olumlu karşılanabileceği çalışmanın bulguları arasındadır. Tüketi-cilerin bu çalışmalara girişen işletmelerden somut birtakım faydalar beklediği ve söz konusu reklamlardaki ticari kaygının yadsınamazlığı reklamlardaki bu eğilimin gelip geçici bir moda olarak algılandığı bulgularına da ulaşılmıştır.

Consumer Evaluations Towards Women-Themed Advertising Practices: A Qualitative Research

Advertisements that put particular emphasis on the gender equality and show a growing body of “girl power” theme recently, are stated as “femvertising” which is the combination of French word of woman (femme) and English word of advertising in literature. Femver-tising themed advertisings emphasize on women’s power. It is possible to eval-uate these ads as a result of globalization and the changing structure of wom-en’s role in society. In this study, it was aimed to determine whether consumer perceptions of these advertisements and these perceptions’ changes according to gender. Within the scope of research, in- depth interviews were conducted with 15 people and the data obtained from the questionnaire were subjected to descriptive content analysis. As a result, it was found that female and male con-sumers’ views on the advertisements were generally different. In addition, it has been found that femvertising themed ads can be represented by a limited group of products and that the image of women in advertisements may represent a very limited part of our country. However, it is among the findings of the study that it was suitable for the target market and didn’t carry social mission but it could be accepted positively in terms of increasing awareness. It was found that consumers expect some concrete benefits from the companies that are used femvertising in their ads, findings showed that the commercial concern about the ads is perceived as a fashion.

PDF

___

Abitbol, A., & Sternadori, M. (2016). You Act like a Girl: An Examination of Con-sumer Perceptions of ‘Femvertising’. Quarterly Review of Business Discipli-nes, 3(2), 117-128.
Akestam, 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.
Alkan, N. (2016). New Trends in the Representation of Women in Contempo-rary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns. Galatasaray University Journal of Communication, 24, 119-143.
Baudrillard, J. (1998) ,The Consumer Society, Myths and Structures, Sage: Lon-don, 1998.
Baxter, A. (2015). Faux Activism in Recent Female-Empowering Advertising. Elon Journal of Undergraduate Research in Communications, 6(1).
Beale, K., Malson, H., & Tischner, I. (2016). Deconstructing “Real” Women: Young Women’s Readings off Advertising Images of “Plus-Size” Models in The UK. Feminism & Psychology, 26(3), 378-386.
Becker-Herby, E. (2016). The Rise of Femvertising: Authentically Reaching Fema-le Consumers. Retrieved from The University of Minnesota Digital Conservancy.
Catterall, M., Maclaran, P., & Stevens, L. (1997). Marketing and Feminism: A Bibliography and Suggestions for Further Research. Marketing Intelligence & Planning, 15(7), 369-376.
Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How Brand-Cause Fit Shapes Real World Advertising Messages: A Qualitative Exploration of ‘Fem-vertising’. International Journal of Advertising, 1-24.
Dans, C. (2018). Commodity Feminism Today: An Analysis of the “Always Likea-girl” Campaign (Doctoral Dissertation, West Virginia University).
Drake, V. E. (2017). The Impact of Female Empowerment in Advertising (Fem-vertising). Journal of Research in Marketing, 7(3), 593-599.
Firat, A. F. (1991). The Consumer in Postmodernity. ACR North American Advan-ces.
Firat, A. F., & Venkatesh, A. (1995). Liberatory Postmodernism and the Reenc-hantment of Consumption. Journal of Consumer Research, 22(3), 239-267.
Fischer, E., & Arnold, S. J. (1994). Sex, Gender Identity, Gender Role Attitudes, and Consumer Behavior. Psychology & Marketing, 11(2), 163-182.
Gill, R. (2008). Empowerment/Sexism: Figuring Female Sexual Agency in Con-temporary Advertising. Feminism & Psychology, 18(1), 35-60.
Goldman, R., Heath, D., & Smith, S. L. (1991). Commodity Feminism. Critical Studies in Media Communication, 8(3), 333-351.
Goulding, C. (2003). Issues in Representing the Postmodern Consumer. Qualita-tive Market Research: An International Journal, 6(3), 152-159.
Grau, S. L., & Zotos, Y. C. (2016). Gender Stereotypes in Advertising: A Review of Current Research. International Journal of Advertising, 35(5), 761-770.
https://Campaignjr.Com/Femvertising-Gercekten-Kadinlari-Guclendiriyor-Mu/(Eri-şim Tarihi: 12.07.2018)
https://spark.adobe.com/blog/2017/03/10/femvertising-what-is-it-and-how-to-do-it-well/ (Erişim tarihi: 12.07.2018)
Hunt, A. R. (2017). Selling Empowerment: A Critical Analysis of Femvertising (Doctoral dissertation, Boston College. College of Arts and Sciences).
İnceoğlu, İ., & Onaylı-Şengül, G. (2018) . Halkla İlişkiler ve Reklam Çalışmaları E-Dergisi, 1(2), 20-36.
Jalakas, L. D. (2016). The Ambivalence of Femvertising: Exploring the Meeting between Feminism and Advertising through the Audience Lens (Doctoral disser-tation, Master Thesis, Media and Communication Lund University).
Johnston, J., & Taylor, J. (2008). Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campa-ign. Signs: Journal of Women in Culture and Society, 33(4), 941-966.
Kacen, J. J. (2000). Girrrl Power and Boyyy Nature: The Past, Present, and Paradisal Future of Consumer Gender Identity. Marketing Intelligence & Plan-ning, 18(6/7), 345-355.
Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving fem-vertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137-157.
Lazar, M. M. (2006). “Discover The Power of Femininity!” Analyzing Global “Power Femininity” in Local Advertising. Feminist Media Studies, 6(4), 505-517.
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.
Maclaran, P. (2015). Feminism’s Fourth Wave: A Research Agenda for Marketing and Consumer Research. Journal of Marketing Management, 31(15-16), 1732-1738.
Mahdawi, Arwa, How Feminism Became a Great Way to Sell Stuff, (2014), ht-tps://www.theguardian.com/commentisfree/2014/apr/23/feminism-adverts-gre-at-way-sell-stuff
Marcus Reker Katherine B. (2016), ““Why Can’t Run ‘Like a Girl’ Also Mean Win The Race?”: Commodity Feminism and Participatory Branding as Forms of Self-Therapy in the Neoliberal Advertising Space”. Scripps Senior Theses. Paper 759. http://scholarship.claremont.edu/scripps_theses/759
Miles, S. (1999). A Pluralistic Seduction? Postmodern Consumer Research at the Crossroads. Consumption, Markets and Culture, 3(2), 145-163.
Murray, D. P. (2013). Branding “Real” Social Change in Dove’s Campaign for Real Beauty. Feminist Media Studies, 13(1), 83-101.
Plank, E., 10 Worst Ways Companies Have Used Feminism to Sell Woman Pro-ducts, (2014), https://mic.com/articles/91961/10-worst-ways-companies-have-u-sed-feminism-to-sell-women-products#.ZSXdiLmE8
Qiao, F., & Wang, Y. (2019). The Myths of Beauty, Age, And Marriage: Femver-tising by Masstige Cosmetic Brands in The Chinese Market. Social Semiotics, 1-23.
Retallack, H., Ringrose, J., & Lawrence, E. (2016). “Fuck Your Body Image”: Teen Girls’ Twitter and Instagram Feminism in and Around School. In Learning bodies (pp. 85-103). Springer, Singapore.
Simmons, G. (2008). Marketing to Postmodern Consumers: Introducing the In-ternet Chameleon. European Journal of Marketing, 42(3/4), 299-310.
Sternadori, M., & Abitbol, A. (2019). Support for Women’s Rights and Feminist Self-Identification as Antecedents of Attitude toward Femvertising. Journal of Consumer Marketing.
Sylvendahl, F. (2017), Why femvertising is the future of advertising, http://www. brandba.se/blog/femvertising
Wolin, L. D. (2003). Gender Issues in Advertising-An Oversight Synthesis of Re-search: 1970–2002. Journal of Advertising Research, 43(1), 111-129.
Yıldırım, A., & Şimşek, H. (2006). Sosyal Bilimlerde Nitel Arastırma Yöntemleri. Seçkin Yayıncılık.
Zmuda, N., & Diaz, A. C. (2014). Female Empowerment in Ads: Soft Feminism or Soft Soap?. Advertising Age, 2.
Zotos, Y. C., & Tsichla, E. (2014). Female Stereotypes in Print Advertising: A Retrospective Analysis. Procedia-Social and Behavioral Sciences, 148, 446-454.