Özet:

Ads promoting products or services in virtually any environment can offer ideologies, images, or cultural values outside of these goals. Feminist groups are particularly disturbed by the fact that images of advertisements are presented as a uniform distribution of roles specific to women and that women are classified as sexual objects or house wife. Femvertising, formed by combining feminism and advertising words as word roots, is an advertising strategy that targets the destruction of patterns imposed on women through advertisements and allows women's power to be shown in advertisements. With this strategy, it is aimed to demolish the traditional female profile presented in advertisements, to diversify the female roles in the advertisements and to motivate the women. One of the ads moving with the Femvertising strategy is the "Know Us Like That" ad, which the Nike brand made in 2017. The main problem of this study is how the advertisement of "Know It Like Us" prepared by the Femvertising strategy has an effect on the male viewers. In the study, it was aimed to determine how male viewers read Nike's "Know This Like Us" ad and received it. This study was conducted with 8 male students aged between 18 and 25 who live in Malatya and undergraduate education at İnönü University. The entire ad was watched with the participants, and then a pre-prepared interview form was applied to each participant to determine the effects of the ad on male participants. The answers given by the participants were interpreted and as a result of the work done, the audience analysis was found to be active.

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