The role of brand gender perception on attitudes towards advertisements and purchase intention: A research on Femvertising advertisements

Media and advertisements affect social life by reaching large audiences, especially through television. Media, which is at the center of consumption culture, tends to make women an object of consumption by reproducing gender inequality through female figures. While women are represented in advertisements either weakly and inadequately or simply as sexual objects, this leads to the devaluation of women. However, with the femvertising movement, this paradigm began to change. In advertisements, women are now shown as subjects, not as objects, and are represented in their strong, free and natural state. In this way, advertisements contribute to the fight against gender inequality by portraying women in a more humane light. In this context, the aim of the study is to analyze the role of brand gender perception on attitudes towards advertising and purchase intention through Femvertising advertisements by applying the survey technique, one of the quantitative research methods. It is thought that this thesis study has a unique value since there is no measurement of the role of brand gender on purchasing intention and attitudes towards advertising with the survey technique through Femvertising advertisements in the Turkish literature. A survey consisting of four parts: Demographic characteristics, Advertising Attitude scale, Purchasing Intention scale and Brand Gender scale was designed, and the obtained data was analyzed in package statistics programs. Among the important results, there are significant differences in attitude towards femvertising advertisements according to the brand gender perception variable, and in purchasing intention according to the brand gender perception variable.