Award-winning but gender-inclusive? A content analysis of Effie award-winning TV ads

Abstract

This study examines gender representations and elements of storytelling (i.e. gender role portrayals, voiceover) in 1014 Effie award-winning TV ads (2007–2023) in Türkiye as a unique East-West context and explores ads regarding their perceived impact on promoting positive role models and progressive societal views. Utilizing longitudinal data obtained under the leadership of the Turkish Advertisers Association (RVD) and in collaboration with the Unstereotype Alliance (UA) Türkiye convened by UN Women, the current research draws from the Inclusive Advertising Spectrum as an orienting conceptual framework. Study 1, employing a content analysis, revealed that while women leads were increasingly portrayed in non-traditional roles, men leads were predominantly depicted in traditional roles. Study 2 explored the perceived gender and societal progressiveness of 56 TV ads from 2023 by using an expert panel. Role portrayals positively impacted the perceptions of gender progressiveness of TV ads, and perceived gender of the voiceover impacted perceptions of societal progressiveness, both with large effects. Findings indicate that while there are optimistic indicators of gender progressiveness, more work by marketers and advertisers towards gender inclusivity is needed, especially in terms of the dominance of traditional roles for men and greater recognition of women over 50. © 2025 Elsevier B.V., All rights reserved.