The Effect Of Advertising Content Dimensions Towards Feminist Advertising Value On Women

Advertising activities are one of the strategic marketing activities carried out in order to influence the audience that brands and businesses want to address and reach with certain messages and content, and at the same time to differentiate from their competitors and to perform catchy activities. When the advertisements are examined from the past to the present; It is seen that it changes as content, visual, perceptual and cultural. There is a transition from a traditional structure to a modern approach. In this way, in today's advertisements, it is seen that the traditional structure removes stereotypes about women and turns into content studies that deal with feminist thoughts and issues. While it was presented as an advertisement content in the past advertisements that the woman was always in the home environment, childcare and housework were shown as only the responsibility of the woman. In other advertisements, perceptions, use of women as a commodity, giving the impression of a sexual object, and having an ideal body size, affect the thoughts towards women negatively. With the spread of the feminist approach day by day, with the support of activist works to distance the society and the person from such negative stereotypes and thoughts towards women, brands and businesses have started to show a tendency towards this issue and to include it in their advertising works. In the structure of the feminist thought known as empowering and supporting women, it advocates the idea that women have equal rights with men, equal salary-status in business life, that chores and childcare are not only a woman's responsibility, but that women should have the appearance and body they want. There are studies that try and strive to not be used as a commodity and to destroy such thoughts. At this point, it is investigated whether the feminist advertising works (femvertising) made by the brands are perceived as informative, entertaining and reliable or deceptive and disturbing by the target audience. Research; informative, entertaining, reliable, disturbing, which are specified as advertising content dimensions; focuses on the impact of feminist advertising on women. The analysis of the research consists of the answers of 439 female participants. It is concluded that the dimensions of informativeness, entertainment and reliability, which are among the advertising contents, positively affect the value of feminist advertising on women. In addition, the women participating in the research state that they do not find feminist advertisements disturbing and deceptive. This shows that making feminist advertising studies will contribute positively to the advertising value for brands.