Attitudes of Adolescent Consumers Towards Brands with Feminist Discourse in the Context of Gender Perception

Bibliographic Data

ID21775907
AuthorsFatma Şişli (0000-0002-3417-2404), Yelda ÜLKER (0000-0001-8105-2686, İstanbul Gelişim Üniversitesi)
Year2026
Volume15
Issue2
Pages628-642
Publication date2026-04-28
Open AccessYes
TypeARTICLE
VenueMANAS Sosyal Araştırmalar Dergisi (JOURNAL)
Journal identifiersISSN: 1694-7215
PublisherMANAS Sosyal Arastirmalar Dergisi (PUBLISHER)
DOI10.33206/mjss.1711571
OpenAlexW7159624054
LanguageEN
References cited27

In contemporary society, the transformation of traditional gender perceptions has led to significant changes in the roles of women and men in everyday life. The diminishing acceptance of traditional roles has been reflected in social life, and consequently, the representations of women and men in advertising have also begun to change. Within this context, the advertising strategy known as femvertising—which can be described as “female-focused advertising” —has attracted the attention of brands and played an influential role in the reproduction of gender roles. This study examines the impact of gender perception on attitudes toward advertisements and brands, with a particular focus on advertisements containing feminist discourse. Accordingly, the research involved showing participants Beko’s 2022 commercial titled “Kadının İşi, Gücü” (“Women’s Work and Power”) to investigate the effect of gender equality perception on attitudes toward femvertising-themed advertisements. Furthermore, the study explored the influence of participants’ gender equality perception on brand attitude. Finally, it examined whether attitudes toward femvertising-themed advertisements mediate the relationship between gender equality perception and brand attitude. The data collected through a survey were analyzed using mediation analysis. The findings revealed that gender equality perception significantly affects attitudes toward advertisements. Additionally, it was found that gender equality perception also influences brand attitude. Lastly, attitudes toward femvertising-themed advertisements were found to mediate the effect of gender equality perception on brand attitude

Feminism · Perception · Gender Studies and Social Issues · Media Discourse and Social Analysis · Media, Gender, and Advertising

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