ISSN: 1308-6200 | Publisher: Kültür Ajans 

Karadeniz International Scientific Journal

This is an internationally refereed social science journal that is published every three months (quarterly) in electronic-based and print-based since 2009. The journal publishes four issues each year (March, June, September, and December).

The publication language of this journal is Turkish, English, or Russian.

This is an open-access journal. Therefore, all issues and articles published so far can be accessed free of charge from the journal's website.

 

Issue 13
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AN ASSESSMENT RELATED WITH PERCEPTION OF GENDER ROLES AT ADVERTISEMENTS BASED ON DEMOGRAPHIC CHARACTERISTICS OF CONSUMERS: A SAMPLE OF NEVSEHİR UNIVERSITY

Turan ŞENER

During the period in which market dominance is completely in the hands of customer, the companies has tried to use every kinds of method in order to contact with the customer, the dominant power at the fight for market. At this period in which competition has reached at the very top level, the rivals have preferred to make abstract emphasis aiming at the emotions of the customers rather than such methods as price reduction, cheapness, easily accessibility in order to create a distinction in the eyes of the customers in favor of themselves. By this way, they intend to make an emotional tie with their own products and the customers, and supply the permanence of purchasing. At this point, for the companies, the best means of presenting themselves to the customers is advertisement. Advertisement is one of the most crucial publicity activities by which the companies close the gap between themselves and the customers on target, and convey their messages relating to the products to the potential purchasers. When looked into the content of the advertisements, as a publicity activity for the companies so as to introduce themselves to the target group, the most preferred object used with the aim of creating an emotional tie is gender. The companies introducing themselves to the customers by employing the gender-content emphases in their advertisements struggle for turning the decisions of purchasing into their favor. This study aims at measuring how these gender-based advertisement policies influence the decisions of purchasing. The leading goal of this study, by taking consideration of such details mentioned above, is to measure how the gender roles to be perceived by the consumers presented at the advertisements by the companies. Within this framework, an application of this study has been conducted in the province of Nevsehir. It will be revealed with this survey whether the gender-role perception at the advertisements of Nevsehir University staff displays any diversity in terms of their demographic characteristics. Key Words: Advertisement, gender roles, consumers, demographic characteristics. 

Key Words: Advertisement, gender roles, consumers, demographic characteristics

 

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