Erarslan I.2024-03-132024-03-13202297817998967469781799896722https://doi.org/10.4018/978-1-7998-9672-2.ch013https://hdl.handle.net/20.500.12662/3128Social advertising is an important element that influences attitudes, beliefs, and behaviors. It also aims to make an impact by drawing attention to the fundamental social problems of different countries. In international digital marketing campaigns, International Women's Day is one of the contents used in advertisements with the corporate support of brands. The present research aims to examine what expressions were used to describe the admiration for the March 8th Women's Day-themed social advertisement in the Russian advertisement of Nike and whether the advertisement was perceived as feminist in the audience's verbal expressions. Considering the resource and time constraints, a YouTube sample was included. In the study, the content analysis technique was used and the main female characters as well as the expressions expressing admiration for the advertisement were analyzed. © 2022, IGI Global.eninfo:eu-repo/semantics/closedAccessBook Chapter10.4018/978-1-7998-9672-2.ch0132-s2.0-85137464321275N/A253