Research on the march 8th women's day-themed advertisement in Russia

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dc.contributor.authorErarslan I.
dc.date.accessioned2024-03-13T10:01:21Z
dc.date.available2024-03-13T10:01:21Z
dc.date.issued2022
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractSocial 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.en_US
dc.identifier.doi10.4018/978-1-7998-9672-2.ch013
dc.identifier.endpage275en_US
dc.identifier.isbn9781799896746
dc.identifier.isbn9781799896722
dc.identifier.scopus2-s2.0-85137464321en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage253en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-9672-2.ch013
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3128
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofHandbook of Research on Global Perspectives on International Advertisingen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleResearch on the march 8th women's day-themed advertisement in Russiaen_US
dc.typeBook Chapteren_US

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