Perception management in femvertising advertising; Examining the place of women in advertisement

Femvertising is an advertising strategy used in advertisements to focus on women's power, social identity and positioning them in the context of modern role distribution. The aim of the study is to reveal the role distribution of women in advertisements and to reveal the perspectives of media representatives regarding the positioning of women in the context of gender distribution. In this context, the EFFIE Organization 2022 Winners were determined as a sample, and the commercials that the relevant brands received awards for and published on March 8, International Working Women's Day, were examined with the content analysis method. In this context, 36 commercials of 18 brands were analyzed. In addition, semi-structured interviews were held with brands operating in Istanbul and awarded in the Mediacat 2022 Best Advertising Agencies category and selected as samples in the content analysis. The interviews were handled within the framework of a descriptive phenomenological approach and analyzed through the MAXQDA program. According to the results of the content analysis, while the need for affiliation is frequently emphasized in the advertisements that won awards in the EFFIE Organization, the need for success and power is emphasized in the advertisements for March 8, International Working Women's Day. has been reached. According to the results of semi-structured interviews, participants stated that advertisements had an impact on society and that they stayed away from reinforcing the traditional role of women. Participants stated that the reason for the increase in femvertising applications is to create sympathy in the consumer and to gain commercial profit, and also stated that femvertising applications are advertising tactics. The study also concluded that the concept of femvertising is perceived conceptually differently by advertisers and advertising agencies. Keywords: Gender, Social Role, Perception Management, Femvertising, Advertising, Feminist Marketing.