Femvertising As a Postfeminist Marketing Strategy: The Sample of Nike, Molped and Elidor Ads

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dc.contributor.authorDinc Kirli, Elzem Seren
dc.contributor.authorTan Cakir, Nilay
dc.date.accessioned2024-07-18T20:49:10Z
dc.date.available2024-07-18T20:49:10Z
dc.date.issued2021
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractNowadays, brands create advertisements that emphasize gender equality by focusing on women and aiming to end gender inequality. Brands inspired by the postfeminist discourses use the public's changing perception changes on gender equality as marketing opportunities through their women-oriented advertising activities. Accordingly, this study discusses whether femvertising, as a critical approach against gender norms, overlaps with the purposes of feminist theory, and examines how this movement can impact the reproduction of gender inequality. In this respect, three advertising campaigns in Turkey, namely Nike's This Is Us (2017), Molped's You Have a Girl's Word (2020), and Elidor's We're Not In (2019) were analyzed within the conceptual framework of postfeminist discourses, taking account of the cultural conjuncture of Turkey. To investigate these campaigns, this article applies qualitative research through semiotic analysis. Our findings revealed that the advertisements, whose primary role is the marketing of goods, were mostly focused on selling products, rather than supporting the feminist movement. Besides, while attempting to change the stereotypes attributed to women within gender roles, women who fall outside of these stereotypes are marginalized. The analysis illustrates that the femvertising trend will not contribute to the women's struggle for gender equality unless it is committed to feminist principles and stops restricting the meaning of feminism to a single advertising slogan.en_US
dc.identifier.doi10.17829/turcom.932211
dc.identifier.endpage385en_US
dc.identifier.issn2630-6220
dc.identifier.issue38en_US
dc.identifier.startpage364en_US
dc.identifier.trdizinid499659en_US
dc.identifier.urihttps://doi.org/10.17829/turcom.932211
dc.identifier.urihttps://search.trdizin.gov.tr/yayin/detay/499659
dc.identifier.urihttps://hdl.handle.net/11411/8113
dc.identifier.wosWOS:000740030800009en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isotren_US
dc.publisherMarmara Univ, Fac Communicationen_US
dc.relation.ispartofTurkiye Iletisim Arastirmalari Dergisi-Turkish Review of Communication Studiesen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectGenderen_US
dc.subjectFemvertisingen_US
dc.subjectAdvertisingen_US
dc.subjectFeminismen_US
dc.subjectMarketing Communicationen_US
dc.titleFemvertising As a Postfeminist Marketing Strategy: The Sample of Nike, Molped and Elidor Ads
dc.typeArticle

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