Özet:

Today, it is seen that the gender roles imposed on women are emphasized in general advertisements. When social learning theory is examined, it is known that behaviors are learned through experience or modeling. Therefore, it is necessary to ensure that the advertisements that deeply affect the society give the right messages. Femvertising appears in the marketing literature as a strategy to contribute to feminism by changing the stereotypes of women in advertising. This study aims to provide a chronological view of the intersections of feminism and women's power-oriented advertisements. For this purpose, information is given about the use of the image of woman in advertisements and the concept of woman-oriented advertisement. The place of women in advertisements is explained in an intercultural context. 12 examples of advertisements highlighting the power of women were selected and examined. This study is one of the few studies that draws attention to women's power-oriented advertisements in marketing. The study, which has concerns such as raising academic awareness about femvertising and looking at gender inequality from a marketing perspective, is expected to be beneficial in terms of sector and academic.