Its in her eyes? A barometer for EU accession through female perceptions of role portrayals in advertising: a cross-cultural  study of Ukraine and Turkey?

Ronan De Kervenoael; D. Selcen Ö. Aykaç

Its in her eyes? A barometer for EU accession through female perceptions of role portrayals in advertising: a cross-cultural study of Ukraine and Turkey?

Marketing & Strategy

Research output: Chapter in Book/Published conference output › Conference publication

Abstract

This article examines female response to gender role portrayals in advertising for Ukraine and Turkey. Being both new potential EU candidates, we argue that gender stereotype could also be used as a \u2018barometer\u2019 of progress and closure towards a more generally accepted EU behaviour against women. While their history remains different, both from a political and society values point of views, constraints are currently being faced that require convergence or justification of practices and understanding. Principal components analysis is employed over 290 questionnaires to identify the underlying dimensions. Results indicate overall similarities in perceptions, fragmentation within groups, but seem to provide divergence regarding thresholds.

Original language	English
Title of host publication	Flexible marketing in an unpredictable world
Subtitle of host publication	Proceedings of 36th European Marketing Academy annual conference
Publication status	Published - 2007
Event	36th European Marketing Academy Annual Conference - Reykjavik, Iceland Duration: 22 May 2007 → 25 May 2007

Conference

Conference	36th European Marketing Academy Annual Conference
Country/Territory	Iceland
City	Reykjavik
Period	22/05/07 → 25/05/07
Other	Flexible Marketing in an Unpredictable World

Keywords

gender role portrayal
Turkey
Ukraine
advertising

Cite this

@inproceedings{ad43c2fe6710442fbb72e06d59628fe1,

title = "Its in her eyes? A barometer for EU accession through female perceptions of role portrayals in advertising: a cross-cultural study of Ukraine and Turkey?",

abstract = "This article examines female response to gender role portrayals in advertising for Ukraine and Turkey. Being both new potential EU candidates, we argue that gender stereotype could also be used as a \u2018barometer\u2019 of progress and closure towards a more generally accepted EU behaviour against women. While their history remains different, both from a political and society values point of views, constraints are currently being faced that require convergence or justification of practices and understanding. Principal components analysis is employed over 290 questionnaires to identify the underlying dimensions. Results indicate overall similarities in perceptions, fragmentation within groups, but seem to provide divergence regarding thresholds. ",

keywords = "gender role portrayal, Turkey, Ukraine, advertising",

author = "{De Kervenoael}, Ronan and Ayka{\c c}, {D. Selcen {\"O}.}",

year = "2007",

language = "English",

booktitle = "Flexible marketing in an unpredictable world",

note = "36th European Marketing Academy Annual Conference ; Conference date: 22-05-2007 Through 25-05-2007",

}

De Kervenoael, R & Aykaç, DSÖ 2007, Its in her eyes? A barometer for EU accession through female perceptions of role portrayals in advertising: a cross-cultural study of Ukraine and Turkey? in Flexible marketing in an unpredictable world: Proceedings of 36th European Marketing Academy annual conference. 36th European Marketing Academy Annual Conference, Reykjavik, Iceland, 22/05/07.

Its in her eyes? A barometer for EU accession through female perceptions of role portrayals in advertising: a cross-cultural study of Ukraine and Turkey? / De Kervenoael, Ronan; Aykaç, D. Selcen Ö.
Flexible marketing in an unpredictable world: Proceedings of 36th European Marketing Academy annual conference. 2007.

Research output: Chapter in Book/Published conference output › Conference publication

TY - GEN

T1 - Its in her eyes? A barometer for EU accession through female perceptions of role portrayals in advertising

T2 - 36th European Marketing Academy Annual Conference

AU - De Kervenoael, Ronan

AU - Aykaç, D. Selcen Ö.

PY - 2007

Y1 - 2007

N2 - This article examines female response to gender role portrayals in advertising for Ukraine and Turkey. Being both new potential EU candidates, we argue that gender stereotype could also be used as a \u2018barometer\u2019 of progress and closure towards a more generally accepted EU behaviour against women. While their history remains different, both from a political and society values point of views, constraints are currently being faced that require convergence or justification of practices and understanding. Principal components analysis is employed over 290 questionnaires to identify the underlying dimensions. Results indicate overall similarities in perceptions, fragmentation within groups, but seem to provide divergence regarding thresholds.

AB - This article examines female response to gender role portrayals in advertising for Ukraine and Turkey. Being both new potential EU candidates, we argue that gender stereotype could also be used as a \u2018barometer\u2019 of progress and closure towards a more generally accepted EU behaviour against women. While their history remains different, both from a political and society values point of views, constraints are currently being faced that require convergence or justification of practices and understanding. Principal components analysis is employed over 290 questionnaires to identify the underlying dimensions. Results indicate overall similarities in perceptions, fragmentation within groups, but seem to provide divergence regarding thresholds.

KW - gender role portrayal

KW - Turkey

KW - Ukraine

KW - advertising

M3 - Conference publication

BT - Flexible marketing in an unpredictable world

Y2 - 22 May 2007 through 25 May 2007

ER -

Its in her eyes? A barometer for EU accession through female perceptions of role portrayals in advertising: a cross-cultural study of Ukraine and Turkey?

Abstract

Conference

Keywords

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Cite this