Mean Response Rates - Turkey and Ukraine

4.25
4.00
3.75
3.50
3.25
3.00
2.75
Mean Response

2.50
2.25
2.00
1.75
1.50
1.25
1.00
0.75
0.50
0.25
0.00
1 2 3 4 5 6 7 8 9 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5
0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6
Question Number

Column E Column G
5 5 5 5
3 4 5 6
 Exhibit 1
An Examination of the Attitudes of Contemporary Women Toward Sex Role Portrayal,
Company Image and Purchase Intention
TURKEY UKRAINE WHOLE DATA
MEAN STD MEAN STD MEAN STD
QUESTION (N-135) DEV (N-145) DEV (N-280) DEV
1 My attitude towards advertising in general is positive 2.51 1.14 2.65 1.17 2.58 1.15
2 Most advertisements are believable 3.22 1.19 3.41 1.04 3.31 1.12
3 I usually buy products that are advertised 3.22 1.21 3.09 1.09 3.16 1.15
4 Advertising can push me to buy things that I don’t need 3.78 1.16 3.31 1.22 3.55 1.21
General attitude

5 When it comes to buy a product advertising doesn’t

influence me 3.07 1.31 2.56 1.21 2.82 1.29

6 I am more sensitive to the way ads are showing women,

than I used to be 3.22 1.16 3.36 1.16 3.29 1.16

7 Companies should be more careful to the content of their

advertisement 1.72 0.94 1.47 0.91 1.60 0.93

8 The way advertising shows women is overall changing

for the better 2.22 1.08 2.88 1.14 2.54 1.15

9 Most advertisements don’t show changes of women

status in society 2.44 1.07 2.65 1.01 2.54 1.05

10 Advertising shows an accurate view of women power in

society 3.44 1.11 3.55 1.01 3.49 1.06
11 Advertising shows/uses realistic women 3.72 1.09 3.63 1.08 3.68 1.09

12 Advertising accurately shows women in most of their

daily environment 3.85 0.99 3.38 1.04 3.62 1.04

13 Usually I can easily associate myself with women in

advertising 3.90 0.99 3.28 1.09 3.60 1.08

14 Usually woman in advertising are a good example for me

to follow 3.99 0.96 3.11 1.22 3.57 1.18
15 Advertising shows men realistically 3.72 1.03 3.42 1.03 3.58 1.04
16 Advertising shows accurately men in their daily activities 3.57 1.06 3.51 1.14 3.54 1.10

17 In most advertisements women do not do important

things 2.85 1.15 2.43 1.10 2.65 1.14

18 In advertisements women are considered as an

important market 2.04 1.07 2.28 1.02 2.16 1.05
19 In most advertisements women are dependent on men 2.82 1.12 3.25 1.02 3.03 1.09

20 In advertisements women are only accessory to what

Statements regarding role portrayals

is advertised 2.44 1.16 2.56 1.24 2.50 1.20

21 I don’t mind that advertising shows women as being

dependent on men 3.69 1.06 3.26 1.17 3.48 1.13
22 Advertising only employ young and beautiful women 2.14 1.15 2.48 1.31 2.30 1.24
23 Advertising should show older women more often 2.88 1.06 2.83 1.10 2.85 1.08
24 Advertising should use more ‘common’ everyday women 2.18 1.07 2.42 1.15 2.29 1.11
25 Using older women in advertising is offensive 3.57 1.04 3.90 0.97 3.73 1.02
26 Advertising usually shows women as objects of desires 2.25 1.07 2.64 1.10 2.44 1.10

27 I don’t mind when advertising uses female sexuality to

attract attention 3.37 1.27 2.49 1.20 2.95 1.31

28 Advertising usually shows men as the ideal companion

to be with 3.01 1.09 2.91 1.17 2.96 1.13
29 Advertising uses female bodies excessively 1.78 0.82 2.70 1.17 2.22 1.11

30 The use of female sexuality in most of advertising is

unsuitable 2.56 1.15 3.33 1.13 2.93 1.20
 Statement 31 I would prefer to see women in advertising dressed with
everyday fashion rather than too glamorously 2.64 1.12 3.15 1.13 2.89 1.15

32 I prefer to watch advertisement that uses women to

attract attention 3.36 1.00 2.90 1.04 3.14 1.04

33 Advertising that shows women as sexual object should

be restricted 2.19 1.15 3.34 1.00 2.75 1.22

34 Advertising that shows women as sexual objects encourages

other 35 women to feel freer in their sexuality 2.92 1.23 3.08 0.96 3.00 1.11

35 I associate sexual images of woman in advertising with

freedom 3.13 1.19 2.96 1.03 3.05 1.12
36 Advertising usually humiliates women intelligence 3.17 1.21 2.90 1.14 3.04 1.18

37 I find images of woman in advertising to be too offensive

for our society 3.08 1.26 3.87 0.98 3.47 1.20
38 I find using women in advertising offensive 3.34 1.27 3.91 1.05 3.62 1.20

39 I find that women image in advertising has a negative

effect on my own perception by other 3.62 1.10 3.89 0.96 3.75 1.04
Statements regarding

Company that shows women in offensive way in their

40 advertising are usually discriminating against women in
company image

workplace as well 2.99 0.92 2.99 1.15 2.99 1.04

41 Companies have understood the importance of women as

consumers 2.12 1.07 2.17 1.00 2.14 1.04

42 The attitude towards women in advertising is not the same

attitude that company has towards women in general 2.48 0.85 2.52 1.05 2.50 0.95

43 If advertising of a product offends me I might still buy it if it

purchase intention

will offer me attractive benefits 2.55 1.25 2.58 1.10 2.56 1.18
Statements
regarding

44 If I can relate to the woman in the advertisement it

encourages me to buy the product/ service 2.94 1.21 3.35 1.12 3.14 1.18
45 Advertising are more memorable if they use a women 2.90 1.16 3.07 1.21 2.98 1.18

46 If advertising of a product offends me I will look for

substitutes 2.72 1.25 3.11 1.11 2.91 1.20
47 Obedience of the wife to her husband is important 3.27 1.47 3.57 1.21 3.42 1.36

48 Women should be able to do the all the different

types of housework 3.07 1.46 2.76 1.27 2.92 1.38
Statements regarding

49 It is the men responsibility to initiate courtship 3.44 1.30 3.01 1.19 3.23 1.27
female autonomy

50 Women should be as free as men to make decisions 1.53 0.98 1.78 0.92 1.65 0.96

51 Women should not subordinate their careers for their

husbands 2.13 1.40 2.17 1.15 2.15 1.29
52 Motherhood is an ideal career for women 3.38 1.35 3.15 1.17 3.27 1.27
53 Women can have as many sexual partners as they wish 3.16 1.43 3.06 1.26 3.11 1.35
54 Husband should be legal family representative 3.45 1.37 2.47 1.14 2.98 1.35

55 Only women should decide how many children to have

or not 4.02 1.01 2.92 1.21 3.49 1.24
56 Sexual discrimination for work is not an issue anymore 3.44 1.28 3.50 1.09 3.47 1.19
in the profile, 1=strongly agree and 5=strongly disagree
 1

3
4

5
 Exhibit 2
Women's Responses to Sex Role Role Portrayal, Company Image & Purchase Intetion
% Agree
WHOLE
STATEMENT TURKEY UKRAINE DATA
1 My attitude towards advertising in general is positive 50.20 53.10 51.60
2 Most advertisements are believable 64.39 68.14 66.20
3 I usually buy products that are advertised 64.47 61.81 63.18
4 Advertising can push me to buy things that I don’t need 75.69 66.15 71.08
General attitude

5 When it comes to buy a product advertising doesn’t

influence me 61.43 51.19 56.50

6 I am more sensitive to the way ads are showing women,

than I used to be 64.39 67.18 65.72

7 Companies should be more careful to the content of their

advertisement 34.38 29.36 31.97
8 The way advertising shows women is overall changing
for the better 44.34 57.62 50.78
9 Most advertisements don’t show changes of women
status in society 48.74 53.06 50.85

10 Advertising shows an accurate view of women power in

society 68.77 71.03 69.87
11 Advertising shows/uses realistic women 74.42 72.69 73.58
12 Advertising accurately shows women in most of their
daily environment 77.03 67.50 72.44
13 Usually I can easily associate myself with women in
advertising 77.94 65.56 71.97

14 Usually woman in advertising are a good example for me

to follow 79.87 62.24 71.38
15 Advertising shows men realistically 74.42 68.41 71.51
16 Advertising shows accurately men in their daily activities 71.35 70.14 70.77
17 In most advertisements women do not do important
things 57.03 48.53 52.95
18 In advertisements women are considered as an
important market 40.78 45.69 43.15
19 In most advertisements women are dependent on men 56.39 65.00 60.54
20 In advertisements women are only accessory to what
is advertised 48.77 51.25 49.97
Statements regarding role portrayals

21 I don’t mind that advertising shows women as being

dependent on men 73.90 65.10 69.63
22 Advertising only employ young and beautiful women 42.86 49.52 46.09
23 Advertising should show older women more often 57.52 56.62 57.08
24 Advertising should use more ‘common’ everyday women 43.51 48.41 45.89
25 Using older women in advertising is offensive 71.48 78.07 74.67
26 Advertising usually shows women as objects of desires 44.97 52.87 48.78
27 I don’t mind when advertising uses female sexuality to
attract attention 67.48 49.79 58.99
28 Advertising usually shows men as the ideal companion
to be with 60.13 58.21 59.20
29 Advertising uses female bodies excessively 35.58 53.93 44.48
30 The use of female sexuality in most of advertising is
unsuitable 51.30 66.67 58.64
31 I would prefer to see women in advertising dressed with
everyday fashion rather than too glamorously 52.73 63.03 57.73
 Statem
32 I prefer to watch advertisement that uses women to
attract attention 67.23 57.92 62.74
33 Advertising that shows women as sexual object should
be restricted 43.79 66.76 54.97

34 Advertising that shows women as sexual objects

encourages other 35 women to feel freer in their sexuality 58.44 61.67 60.00
35 I associate sexual images of woman in advertising with
freedom 62.60 59.17 60.94
36 Advertising usually humiliates women intelligence 63.35 58.04 60.81

37 I find images of woman in advertising to be too offensive

for our society 61.70 77.38 69.33
38 I find using women in advertising offensive 66.71 78.21 72.32
39 I find that women image in advertising has a negative
effect on my own perception by other 72.34 77.78 74.97
Company that shows women in offensive way in their
company image

40 advertising are usually discriminating against women in

Statements

workplace as well 59.87 59.72 59.80

regarding

41 Companies have understood the importance of women as

consumers 42.47 43.33 42.89

42 The attitude towards women in advertising is not the same

attitude that company has towards women in general 49.61 50.49 50.03
43 If advertising of a product offends me I might still buy it if
it will offer me attractive benefits 50.91 51.53 51.21
Statements

purchase
regarding

intention

44 If I can relate to the woman in the advertisement it

encourages me to buy the product/ service 58.83 66.90 62.70
45 Advertising are more memorable if they use a women 57.94 61.39 59.60
46 If advertising of a product offends me I will look for
substitutes 54.32 62.24 58.12
47 Obedience of the wife to her husband is important 65.42 71.47 68.32
48 Women should be able to do the all the different
types of housework 61.43 55.28 58.46
Statements regarding

49 It is the men responsibility to initiate courtship 68.77 60.28 64.68

female autonomy

50 Women should be as free as men to make decisions 30.65 35.69 33.09

51 Women should not subordinate their careers for their
husbands 42.58 43.31 42.93
52 Motherhood is an ideal career for women 67.61 62.98 65.41
53 Women can have as many sexual partners as they wish 63.25 61.27 62.30
54 Husband should be legal family representative 69.03 49.37 59.60
55 Only women should decide how many children to have
or not 80.39 58.33 69.73
56 Sexual discrimination for work is not an issue anymore 68.74 70.07 69.39
 Exhibit 3
Correlates of Women's Attitudes Toward Female Role Portrayal in Advertising
Personal Household Characteristics*

Employmet
Education

Income

Marital
Ukraine Status

Status
Age
Ukraine

Ukraine

Ukraine
Turkey

Turkey

Turkey

Turkey

Turkey
STATEMENT
My attitude towards advertising in general is
1 positive -0.02 0.22 0.02 0.05 0.02 -0.05 -0.01 0.01 -0.03
2 Most advertisements are believable 0.07 0.03 -0.01 0.17 0.06 -0.03 0.11 0.09 0.06
3 I usually buy products that are advertised 0.11 0.25 -0.15 -0.06 -0.10 0.02 0.05 0.06 0.06
Advertising can push me to buy things that
4 I don’t need 0.10 0.06 -0.16 -0.03 -0.19 0.02 0.25 0.04 0.12
General attitude

5 When it comes to buy a product advertising doesn’t

influence me -0.11 -0.15 0.06 0.14 0.04 0.06 -0.12 0.07 -0.06
6 I am more sensitive to the way ads are showing women,
than I used to be 0.09 -0.02 -0.08 -0.03 -0.08 0.06 0.15 0.06 0.12
7 Companies should be more careful to the content of their
advertisement -0.14 -0.11 0.00 -0.15 -0.08 0.05 -0.16 0.14 -0.11
8 The way advertising shows women is overall changing
for the better 0.01 0.06 0.15 0.10 -0.07 -0.03 0.10 0.05 0.06
9 Most advertisements don’t show changes of women
status in society 0.05 -0.27 0.25 -0.02 0.08 -0.04 -0.05 0.04 -0.06
10 Advertising shows an accurate view of women power in
society -0.03 0.09 0.19 0.07 0.05 0.04 0.26 -0.10 0.09
11 Advertising shows/uses realistic women -0.08 0.01 0.17 0.07 0.04 0.07 0.28 0.11 0.00
12 Advertising accurately shows women in most of their
daily environment 0.05 0.04 0.07 0.08 0.12 -0.09 0.19 0.07 0.13
13 Usually I can easily associate myself with women in
advertising 0.11 0.14 -0.15 0.10 -0.08 0.08 0.07 0.04 0.00
14 Usually woman in advertising are a good example for
me to follow 0.06 0.09 -0.08 0.23 0.03 -0.12 0.19 0.09 0.10
15 Advertising shows men realistically -0.02 0.09 -0.11 0.12 -0.06 -0.10 0.06 0.17 0.02
Advertising shows accurately men in their
16 daily activities 0.07 -0.05 -0.12 0.07 0.03 -0.13 0.11 0.10 0.10
17 In most advertisements women do not do important
things -0.04 -0.04 0.02 -0.14 0.16 0.03 -0.11 0.05 -0.10
18 In advertisements women are considered as an
important market -0.08 0.11 -0.12 -0.05 -0.09 0.00 -0.18 0.18 -0.05
In most advertisements women are dependent
19 on men -0.07 -0.28 -0.14 -0.26 0.04 0.12 -0.22 -0.01 -0.06
20 In advertisements women are only accessory to what is
advertised 0.03 -0.17 0.02 0.04 0.04 0.07 -0.01 -0.12 -0.04
21 I don’t mind that advertising shows women as being
dependent on men 0.07 0.13 0.14 0.08 0.08 0.06 0.01 0.08 -0.06
Statements regarding role portrayals

22 Advertising only employ young and beautiful

women -0.09 -0.25 0.04 -0.11 0.07 -0.01 -0.04 0.03 0.04
23 Advertising should show older women more often -0.24 -0.30 -0.18 -0.10 -0.05 -0.01 -0.22 0.11 -0.09
Advertising should use more ‘common’
24 everyday women -0.07 -0.20 -0.07 0.03 -0.11 0.00 -0.12 0.23 -0.08
25 Using older women in advertising is offensive -0.02 0.01 0.05 0.05 0.02 -0.12 0.07 -0.01 0.00
Advertising usually shows women as objects
26 of desires -0.05 -0.08 -0.12 0.05 -0.15 0.07 -0.09 0.12 -0.05
 Statements regarding role portr
27 I don’t mind when advertising uses female sexuality to
attract attention -0.14 0.17 0.09 -0.04 0.00 0.00 -0.18 -0.01 -0.14
28 Advertising usually shows men as the ideal companion
to be with -0.02 -0.26 -0.18 0.04 0.02 0.04 -0.03 0.07 -0.03
29 Advertising uses female bodies excessively -0.10 -0.22 0.02 -0.02 -0.03 0.10 0.00 0.13 -0.12
30 The use of female sexuality in most of advertising is
unsuitable -0.19 -0.27 0.12 0.24 -0.11 -0.16 0.14 -0.03 -0.10

31 I would prefer to see women in advertising dressed

with everyday fashion rather than too glamorously -0.05 -0.43 0.13 0.09 0.00 -0.11 0.19 -0.03 0.11
32 I prefer to watch advertisement that uses women to
attract attention 0.07 0.06 0.06 -0.05 0.05 0.04 0.09 0.02 -0.08
33 Advertising that shows women as sexual object should
be restricted -0.02 -0.22 0.14 0.01 0.01 -0.10 0.23 0.06 0.08
Advertising that shows women as sexual objects
34 encourages other 35 women to feel freer in their
sexuality 0.00 -0.08 -0.07 0.07 0.01 0.10 -0.15 0.18 -0.02
35 I associate sexual images of woman in advertising with
freedom 0.09 0.08 -0.03 0.10 0.03 0.17 -0.01 0.12 -0.02
36 Advertising usually humiliates women intelligence -0.15 -0.14 0.02 -0.31 -0.03 -0.10 -0.17 0.16 -0.06
37 I find images of woman in advertising to be too
offensive for our society -0.15 -0.42 0.06 0.00 -0.01 -0.22 0.03 0.12 -0.06
38 I find using women in advertising offensive -0.10 -0.41 0.06 0.04 -0.02 -0.18 0.06 0.09 -0.06

39 I find that women image in advertising has a negative

effect on my own perception by other 0.04 -0.31 0.08 0.11 0.03 -0.06 0.02 -0.04 -0.01
Statements regarding

Company that shows women in offensive way in their

40 advertising are usually discriminating against women in
company image

workplace as well -0.14 -0.21 0.09 -0.13 -0.02 0.01 0.01 0.03 -0.13
41 Companies have understood the importance of women
as consumers -0.27 0.01 -0.18 -0.06 -0.09 0.07 -0.01 0.20 -0.25
The attitude towards women in advertising is not the
42 same attitude that company has towards women in
general -0.12 -0.14 0.00 -0.07 0.06 0.19 0.12 0.19 -0.16

43 If advertising of a product offends me I might still buy it

Statements regarding
purchase intention

if it will offer me attractive benefits 0.01 0.23 -0.07 0.08 -0.03 0.16 0.10 0.25 -0.05
44 If I can relate to the woman in the advertisement it
encourages me to buy the product/ service 0.24 0.05 -0.10 0.05 0.09 -0.13 0.13 0.06 0.07
45
Advertising are more memorable if they use a women -0.01 -0.14 0.03 0.11 -0.07 -0.03 0.06 0.03 -0.01
46 If advertising of a product offends me I will look for
substitutes 0.14 -0.47 -0.01 0.06 0.07 -0.08 0.10 -0.08 0.21
47 Obedience of the wife to her husband is important -0.10 0.00 0.38 0.02 -0.09 0.09 0.11 -0.03 0.00
48 Women should be able to do the all the different
types of housework -0.23 -0.26 0.35 -0.02 0.00 -0.06 0.02 -0.11 -0.11
49 It is the men responsibility to initiate courtship -0.20 -0.08 0.29 0.14 0.05 0.05 0.06 0.00 -0.05
Statements regarding

Women should be as free as men to make

50 decisions -0.16 0.02 0.01 -0.03 -0.02 -0.16 0.04 0.00 -0.08
female autonomy

51 Women should not subordinate their careers for their

husbands -0.20 0.12 0.04 0.08 0.14 -0.13 0.01 -0.07 -0.07
52 Motherhood is an ideal career for women -0.18 -0.31 0.43 0.04 0.01 0.07 0.19 0.09 -0.12
53 Women can have as many sexual partners as they wish 0.14 0.20 -0.27 -0.30 0.04 0.03 -0.04 -0.15 0.01
54 Husband should be legal family representative -0.18 -0.08 0.29 0.11 -0.11 -0.03 0.21 0.16 -0.17
55 Only women should decide how many children to have
or not -0.10 0.08 -0.02 0.02 0.10 0.08 -0.07 -0.05 -0.08
 Statements
female a
Sexual discrimination for work is not an issue
56 anymore 0.00 -0.14 0.15 0.09 0.18 0.17 0.21 -0.02 -0.05
* Pearson product moment correlation coefficients
ristics*
Marital
Ukraine Status

0.07
0.05
0.22

0.14

-0.07

0.06

-0.05

0.13

-0.02

-0.03
-0.07

-0.13

0.14

0.18
-0.07

-0.08

0.16

0.07

-0.12

0.01

0.08

0.06
-0.12

-0.14
0.04

0.11
0.23

-0.18
-0.09

-0.01

-0.42

0.12

-0.02

0.10

0.18
-0.06

-0.20
-0.22

-0.18

-0.07

0.02

0.01

0.20

-0.01

-0.04

-0.28
0.00

-0.16
0.06

-0.06

0.04
-0.23

0.15
0.02

0.13
0.10
 Exhibit 4
Summary on Consumer’s Attitude towards Gender Stereotyping in Advertising Research

AUTHORS SUBJECT
Ford, LaTour, and Lundstrom Survey on attitude toward role
(1991) * portrayal, company image, and
purchase intention
Ford, LaTour, and Honeycutt Survey on response to offensive sex
(1997) * role portrayals, company image, and
purchase intention. Cross-cultural
analysis: New Zeeland, USA, and
Thailand.
Whipple and Courtney (1985) A review of some of the magazine
** advertising gender related content
analyses from 1973–1982

Liu, Li, and Cheng (2006) *** Survey on gender differences in

Chinese consumers’ responses to
sex appeal in advertising
Nilaweera, and Wijetunga Examination of the cultural values’
(2005) **** impact on the effectiveness of
television advertisements using
female sexual content: a Sri Lankan
study
Orth, and Holancova (2004) Examination of male and female
consumers response to sex role
portrayals in advertising: Czech
Republic case
Morrison, and Shaffer (2003) Evaluation of advertisements with
and without gender stereotyping by
males and females.

* Empirical print advertising study without advertising exposure

** Conceptual analysis
*** Empirical study with print advertising exposure
**** Empirical study with television advertising exposure
hibit 4
Gender Stereotyping in Advertising Research

FINDINGS
Compared with a similar 1977 study, women
still have a negative perception toward female
role portrayal in advertisements.
Varying degrees of criticism with regard to sex
role portrayals, company image and purchase
intention exist. New Zealand women were the
most critical, followed by the US, Japanese
and Thai samples.
The findings indicate that to portray females in
advertising effectively, advertisers should
consider matching the gender of the model
with the product image, choosing appropriate
role settings, depicting models more modernly,
and avoiding stereotypical poses.

Males and females only differed significantly

when they were exposed to to the ad featuring
a male model with low sex appeal.
Significant proportion of Sri Lankan consumers
has negative attitude about the use of female
sex appeal in ads. Majority of these consumers
have a negative attitude due to cultural
reasons.
The role incongruity affects consumer
emotional response to sex role portrayals in
ads, with consumer prejudices moderating
effect.
Consistent with a gender-role congruence
model of advertising effectiveness, traditional
participants responded more favourably to
traditional (i.e. gender stereotyped ads).

posure
 Variable Diff. btw means
33 Advertising that shows women as sexual object should
be restricted 1.15
55 Only women should decide how many children to have
or not 1.10
54 Husband should be legal family representative 0.98
29 Advertising uses female bodies excessively 0.92
27 I don’t mind when advertising uses female sexuality to
attract attention 0.88
14 Usually woman in advertising are a good example for me
to follow 0.88
37 I find images of woman in advertising to be too offensive
for our society 0.78
30 The use of female sexuality in most of advertising is
unsuitable 0.77
8 The way advertising shows women is overall changing
for the better 0.66
13 Usually I can easily associate myself with women in
advertising 0.62
38 I find using women in advertising offensive 0.57
31 I would prefer to see women in advertising dressed with
everyday fashion rather than too glamorously 0.52
5 When it comes to buy a product advertising doesn’t
influence me 0.51
4 Advertising can push me to buy things that I don’t need 0.48
12 Advertising accurately shows women in most of their
daily environment 0.48
32 I prefer to watch advertisement that uses women to
attract attention 0.47
21 I don’t mind that advertising shows women as being
dependent on men 0.44
19 In most advertisements women are dependent on men 0.43
17 In most advertisements women do not do important
things 0.43
49 It is the men responsibility to initiate courtship 0.42
44 If I can relate to the woman in the advertisement it
encourages me to buy the product/ service 0.40
46 If advertising of a product offends me I will look for
substitutes 0.40
26 Advertising usually shows women as objects of desires 0.39
22 Advertising only employ young and beautiful women 0.33
25 Using older women in advertising is offensive 0.33
48 Women should be able to do the all the different
types of housework 0.31
47 Obedience of the wife to her husband is important 0.30
15 Advertising shows men realistically 0.30
39 I find that women image in advertising has a negative
effect on my own perception by other 0.27
36 Advertising usually humiliates women intelligence 0.27
50 Women should be as free as men to make decisions 0.25
7 Companies should be more careful to the content of their
advertisement 0.25
18 In advertisements women are considered as an
important market 0.25
24 Advertising should use more ‘common’ everyday women 0.25
52 Motherhood is an ideal career for women 0.23
9 Most advertisements don’t show changes of women
status in society 0.22
2 Most advertisements are believable 0.19
45 Advertising are more memorable if they use a women 0.17
35 I associate sexual images of woman in advertising with
freedom 0.17
34 Advertising that shows women as sexual objects encourages
other 35 women to feel freer in their sexuality 0.16
1 My attitude towards advertising in general is positive 0.14
6 I am more sensitive to the way ads are showing women,
than I used to be 0.14
3 I usually buy products that are advertised 0.13
20 In advertisements women are only accessory to what
is advertised 0.12
10 Advertising shows an accurate view of women power in
society 0.11
53 Women can have as many sexual partners as they wish 0.10
28 Advertising usually shows men as the ideal companion
to be with 0.10
11 Advertising shows/uses realistic women 0.09
56 Sexual discrimination for work is not an issue anymore 0.07
16 Advertising shows accurately men in their daily activities 0.06
23 Advertising should show older women more often 0.04

42 The attitude towards women in advertising is not the same

attitude that company has towards women in general 0.04
41 Companies have understood the importance of women as
consumers 0.04
51 Women should not subordinate their careers for their
husbands 0.04
43 If advertising of a product offends me I might still buy it if it
will offer me attractive benefits 0.03
Company that shows women in offensive way in their
40 advertising are usually discriminating against women in
workplace as well 0.01
 MEAN
TURKEY (N-135)
Only women should decide how many children to have
55 or not 4.02
Usually woman in advertising are a good example for me
14 to follow 3.99
Usually I can easily associate myself with women in
13 advertising 3.90
Advertising accurately shows women in most of their
12 daily environment 3.85
4 Advertising can push me to buy things that I don’t need 3.78
11 Advertising shows/uses realistic women 3.72
15 Advertising shows men realistically 3.72
I don’t mind that advertising shows women as being
21 dependent on men 3.69
I find that women image in advertising has a negative
39 effect on my own perception by other 3.62
25 Using older women in advertising is offensive 3.57
16 Advertising shows accurately men in their daily activities 3.57
54 Husband should be legal family representative 3.45
49 It is the men responsibility to initiate courtship 3.44
Advertising shows an accurate view of women power in
10 society 3.44
56 Sexual discrimination for work is not an issue anymore 3.44
52 Motherhood is an ideal career for women 3.38
I don’t mind when advertising uses female sexuality to
27 attract attention 3.37
I prefer to watch advertisement that uses women to
32 attract attention 3.36
38 I find using women in advertising offensive 3.34
47 Obedience of the wife to her husband is important 3.27
3 I usually buy products that are advertised 3.22
2 Most advertisements are believable 3.22
I am more sensitive to the way ads are showing women,
6 than I used to be 3.22
36 Advertising usually humiliates women intelligence 3.17
53 Women can have as many sexual partners as they wish 3.16
I associate sexual images of woman in advertising with
35 freedom 3.13
I find images of woman in advertising to be too offensive
37 for our society 3.08
Women should be able to do the all the different
48 types of housework 3.07
When it comes to buy a product advertising doesn’t
5 influence me 3.07
Advertising usually shows men as the ideal companion
28 to be with 3.01
Company that shows women in offensive way in their advertising are usually
40 discriminating against women in workplace as well 2.99
If I can relate to the woman in the advertisement it encourages me to buy the product/
44 service 2.94
 Advertising that shows women as sexual objects encourages other 35 women to feel
34 freer in their sexuality 2.92
45 Advertising are more memorable if they use a women 2.90
23 Advertising should show older women more often 2.88
In most advertisements women do not do important
17 things 2.85
19 In most advertisements women are dependent on men 2.82
46 If advertising of a product offends me I will look for substitutes 2.72
I would prefer to see women in advertising dressed with
31 everyday fashion rather than too glamorously 2.64
The use of female sexuality in most of advertising i s
30 unsuitable 2.56
If advertising of a product offends me I might still buy it if it will offer me attracti ve
43 benefits 2.55
1 My attitude towards advertising in general is positive 2.51
The attitude towards women in advertising is not the same attitude tha t company has
42 towards women in general 2.48
In advertisements women are only accessory to what
20 is advertised 2.44
Most advertisements don’t show changes of women
9 status in society 2.44
26 Advertising usually shows women as objects of desires 2.25
The way advertising shows women is overall changing
8 for the better 2.22
Advertising that shows women as sexual object should
33 be restricted 2.19
24 Advertising should use more ‘common’ everyday women 2.18
22 Advertising only employ young and beautiful women 2.14
Women should not subordinate their careers for their
51 husbands 2.13
41 Companies have understood the importance of women as consumers 2.12
In advertisements women are considered as an
18 important market 2.04
29 Advertising uses female bodies excessively 1.78
Companies should be more careful to the content of their
7 advertisement 1.72
50 Women should be as free as men to make decisions 1.53
MEAN
UKRAINE (N-145)
38 I find using women in advertising offensive 3.91
25 Using older women in advertising is offensive 3.90
I find that women image in advertising has a negative
39 effect on my own perception by other 3.89
I find images of woman in advertising to be too offensive
37 for our society 3.87
11 Advertising shows/uses realistic women 3.63
47 Obedience of the wife to her husband is important 3.57
Advertising shows an accurate view of women power in
10 society 3.55
16 Advertising shows accurately men in their daily activities 3.51
56 Sexual discrimination for work is not an issue anymore 3.50
15 Advertising shows men realistically 3.42
2 Most advertisements are believable 3.41
Advertising accurately shows women in most of their
12 daily environment 3.38
I am more sensitive to the way ads are showing women,
6 than I used to be 3.36
If I can relate to the woman in the advertisement it encourages me to buy the product/
44 service 3.35
Advertising that shows women as sexual object should
33 be restricted 3.34
The use of female sexuality in most of advertising i s
30 unsuitable 3.33
4 Advertising can push me to buy things that I don’t need 3.31
Usually I can easily associate myself with women in
13 advertising 3.28
I don’t mind that advertising shows women as being
21 dependent on men 3.26
19 In most advertisements women are dependent on men 3.25
I would prefer to see women in advertising dressed with
31 everyday fashion rather than too glamorously 3.15
52 Motherhood is an ideal career for women 3.15
Usually woman in advertising are a good example for me
14 to follow 3.11
46 If advertising of a product offends me I will look for substitutes 3.11
3 I usually buy products that are advertised 3.09
Advertising that shows women as sexual objects encourages other 35 women to feel
34 freer in their sexuality 3.08
45 Advertising are more memorable if they use a women 3.07
53 Women can have as many sexual partners as they wish 3.06
49 It is the men responsibility to initiate courtship 3.01
Company that shows women in offensive way in their advertising are usually
40 discriminating against women in workplace as well 2.99
I associate sexual images of woman in advertising with
35 freedom 2.96
Only women should decide how many children to have
55 or not 2.92
Advertising usually shows men as the ideal companion
28 to be with 2.91
36 Advertising usually humiliates women intelligence 2.90
I prefer to watch advertisement that uses women to
32 attract attention 2.90
The way advertising shows women is overall changing
8 for the better 2.88
23 Advertising should show older women more often 2.83
Women should be able to do the all the different
48 types of housework 2.76
29 Advertising uses female bodies excessively 2.70
1 My attitude towards advertising in general is positive 2.65
Most advertisements don’t show changes of women
9 status in society 2.65
26 Advertising usually shows women as objects of desires 2.64
 If advertising of a product offends me I might still buy it if it will offer me attracti ve
43 benefits 2.58
In advertisements women are only accessory to what
20 is advertised 2.56
When it comes to buy a product advertising doesn’t
5 influence me 2.56
The attitude towards women in advertising is not the same attitude tha t company has
42 towards women in general 2.52
I don’t mind when advertising uses female sexuality to
27 attract attention 2.49
22 Advertising only employ young and beautiful women 2.48
54 Husband should be legal family representative 2.47
In most advertisements women do not do important
17 things 2.43
24 Advertising should use more ‘common’ everyday women 2.42
In advertisements women are considered as an
18 important market 2.28
41 Companies have understood the importance of women as consumers 2.17
Women should not subordinate their careers for their
51 husbands 2.17
50 Women should be as free as men to make decisions 1.78
Companies should be more careful to the content of their
7 advertisement 1.47