'it’s in her eyes': A 'barometer' for EU accession through female perceptions of role portrayals in advertising: a Cross-cultural study of Ukraine and Turkey

This article examines female response to gender role portrayals in advertising for Ukraine and Turkey. Both being new potential EU candidates, we argue that gender stereotype could also be use as a ‘barometer’ of progress and closure towards a more general EU accepted behaviour towards women. While their history remains different, both from a political and society values point of views, constraints are currently being faced that require convergence or justification of practices and understanding. Principal components analysis was employed over 290 questionnaires to identify the underlying dimensions. Results indicate overall similarities in perceptions, fragmentation within groups, but seem to provide divergence regarding thresholds. Keywords Gender Role Portrayal, Advertising, Ukraine, Turkey