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

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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 languageEnglish
Title of host publicationFlexible marketing in an unpredictable world
Subtitle of host publicationProceedings of 36th European Marketing Academy annual conference
Publication statusPublished - 2007
Event36th European Marketing Academy Annual Conference - Reykjavik, Iceland
Duration: 22 May 200725 May 2007

Conference

Conference36th European Marketing Academy Annual Conference
CountryIceland
CityReykjavik
Period22/05/0725/05/07
OtherFlexible Marketing in an Unpredictable World

Keywords

  • gender role portrayal
  • Turkey
  • Ukraine
  • advertising

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    De Kervenoael, R., & Aykaç, D. S. Ö. (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