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‘It’s in Her Eyes’ A ‘barometer’ for EU accession through female perceptions of role portrayals in advertising: a Crosscultural study of Ukraine and Turkey
Sabancı University, Istanbul, Turkey and Aston Business School .
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2248-0802
2007 (English)Conference paper, Published paper (Refereed)
Abstract [en]

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 ‘barometer’ 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.

Place, publisher, year, edition, pages
2007.
Keywords [en]
Gender Role Portrayal, Advertising, Ukraine, Turkey
National Category
Gender Studies
Identifiers
URN: urn:nbn:se:lnu:diva-77257OAI: oai:DiVA.org:lnu-77257DiVA, id: diva2:1241467
Conference
36th European Marketing Academy (EMAC) Conference, May 25-27, 2007, Reykjavik, Iceland.
Available from: 2018-08-23 Created: 2018-08-23 Last updated: 2018-09-03

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Öztürkcan, Selcen

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf