Comparison of the use of female sexuality in advertising in terms of advertising value and consumer attitude

Advertising and content elements used in advertising can lead to different effects on consumers' perception, attitude and behaviours. One of the content elements used in advertising is sexuality, and especially female sexuality. In this thesis, advertisements using female sexuality are discussed with the perception of advertising value, and consumers' perceptions and attitudes towards advertisements using female sexuality are emphasized. The study consists of three basic parts. In the first part; the functions, types, campaign planning process and value of advertising are discussed. Then, advertising and consumer interaction were discussed in detail. In the second part; women and sexuality in the advertisement were discussed in detail, and evaluations were made regarding why and how women and women's sexuality were used in the advertisement and the effects of their use. The chapter was completed by emphasizing the importance of determining consumer attitude for the advertising value perception of advertisements using female sexuality. In the third and last part, a research is included to determine consumers' perspectives on advertisements using female sexuality. To test the hypotheses developed in the research, quantitative data obtained from 519 consumers were analysed with cluster analysis, t-test and analysis of variance. Through analysis, consumers' general attitudes towards advertisements using female sexuality and their perception of advertising value were determined. In line with this determination, consumers were compared as two groups based on their advertising value perceptions. The study also determined consumers' perspectives on advertisements based on their usage options of advertisements featuring female sexuality. It was tried to determine the attitudes of consumers according to different demographic characteristics, perspectives on equality between men and women, and the usage options of female sexuality in advertising and the advertising value of two new groups created. As a result of the research, it was determined that there were differences in terms of socio-demographic characteristics between the groups that viewed advertisements using female sexuality as relatively more valuable and those who viewed them as less valuable. It has also been determined that the perception of the use of female sexuality in different media and communication methods may lead to differences between groups. Within the framework of the results obtained, different suggestions based on advertising value have been developed for advertisers, marketers, brand owners who will be trying to communicate and similar research in the future. Keywords: Advertisement Value, Female Sexuality, Women in Advertisement, Sexuality in Advertisement, Consumer Attitude Science Code: 112710 | 112714 | 116602 Number of Pages: 97 Author: Muhlise Betül SEZER Supervisor: Prof. Dr. Eyup AKIN