Effects of advertising on product gender perception: Washing machines in the Turkish market
Güngör, Oğuzhan, author.

Effects of advertising on product gender perception: Washing machines in the Turkish market

Güngör, Oğuzhan, author.

Yazar Ek Girişi
Güngör, Oğuzhan, author.

Fiziksel Tanımlama
xi, 172 leaves: color illustraltions.+ 1 computer laser optical disc

This thesis investigates the gender perception of washing machines through focusing on the advertisements that have feminine and masculine elements. In order to accomplish this, it examines the concept of gender via a thorough literature review. The Bem Sex Role Inventory (BSRI) that identifies the ones’ gender based on four categories including masculine, feminine, androgynous and undifferentiated is at the center of the study. Furthermore, the literature review includes an examination of the relationship between advertising and gender. Product gender perception too is studied in order to understand the elements that determine the gender of products. These elements are categorized in a systematic fashion to describe the gender of products. In light of the literature review, a two-phase experiment has been conducted. In the first phase, the gender of washing machines is investigated without any manipulations. Here Turkish version of BSRI is used to measure the gender of washing machines. Later, two different advertisements have been created based on the outcome of the literature review; one with feminine and one with masculine features. Participants in the first survey were randomly divided into two groups. In the second stage, participants were presented with stimulus. After that, participants’ perception of the gender of the washing machine has been tasted again. In light of the obtained data, it has been determined how advertisements containing feminine and masculine elements change the existing gender perception of a washing machine. Ultimately, this study demonstrated how the gender perception of a washing machine changes by the influence of advertisements. Key Words: Gender, Advertising and Gender, Product Gender Perception.

Konu Başlığı
Industrial design.
Gender identity in advertising.

Yazar Ek Girişi
Tunç Cox, Ayça,

Tüzel Kişi Ek Girişi
İzmir Institute of Technology. Industrial Design.

Tek Biçim Eser Adı
Thesis (Master)--İzmir Institute of Technology: Industrial Design.
İzmir Institute of Technology: Industrial Design--Thesis (Master).

Elektronik Erişim
Access to Electronic Versiyon.

LibraryMateryal TürüDemirbaş NumarasıYer NumarasıDurumu/İade Tarihi
IYTE LibraryTezT001566TS171 .G97 2016Tez Koleksiyonu