'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

36th European Marketing Academy (EMAC) Conference, Reykjavik, Iceland, May 25-27, 2007

9 Pages Posted: 19 Mar 2009

See all articles by Ronan de Kervenoael

Ronan de Kervenoael

affiliation not provided to SSRN

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Date Written: May 25, 2007

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 '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.

Keywords: Gender Role Portrayal, Advertising, Ukraine, Turkey

JEL Classification: M39

Suggested Citation

Kervenoael, Ronan de and Ozturkcan, Selcen, '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 (May 25, 2007). 36th European Marketing Academy (EMAC) Conference, Reykjavik, Iceland, May 25-27, 2007. Available at SSRN: https://ssrn.com/abstract=1362438 or http://dx.doi.org/10.2139/ssrn.1362438

Ronan de Kervenoael

affiliation not provided to SSRN ( email )

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

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