We are interested in your attitudes towards advertising and the way it shows woman.

For
each question, please circle the appropriate answer

Example (WHERE YOU STRONGLY DISAGREE WITH THE STATEMENT)

strongly agree have no disagree strongly

agree opinion on disagree
this
I find advertising amusing 1 2 3 4 (5)
General attitude
1 My attitude towards advertising in general is positive 1 2 3 4 5
2 Most advertisements are believable 1 2 3 4 5
3 I usually buy products that are advertised 1 2 3 4 5
4 Advertising can push me to buy things that I don’t need 1 2 3 4 5
5 When it comes to buy a product advertising doesn’t influence me 1 2 3 4 5
6 I am more sensitive to the way ads are showing women, than I used to 1 2 3 4 5
be
7 Companies should be more careful to the content of their advertisement 1 2 3 4 5
8 The way advertising shows women is overall changing for the better 1 2 3 4 5
9 Most advertisements don’t show changes of women status in society 1 2 3 4 5
Statements regarding role portrayals
10 Advertising shows an accurate view of women power in society 1 2 3 4 5
11 Advertising shows/uses realistic women 1 2 3 4 5
12 Advertising accurately shows women in most of their daily 1 2 3 4 5
environment
13 Usually I can easily associate myself with women in advertising 1 2 3 4 5
14 Usually woman in advertising are a good example for me to follow 1 2 3 4 5
15 Advertising shows men realistically 1 2 3 4 5
16 Advertising shows accurately men in their daily activities 1 2 3 4 5
17 In most advertisements women do not do important things 1 2 3 4 5
18 In advertisements women are considered as an important market 1 2 3 4 5
19 In most advertisements women are dependent on men 1 2 3 4 5
20 In advertisements women are only accessory to what is advertised 1 2 3 4 5
21 I don’t mind that advertising shows women as being dependent on men 1 2 3 4 5
22 Advertising only employ young and beautiful women 1 2 3 4 5
23 Advertising should show older women more often 1 2 3 4 5
24 Advertising should use more ‘common’ everyday women 1 2 3 4 5
25 Using older women in advertising is offensive 1 2 3 4 5
26 Advertising usually shows women as objects of desires 1 2 3 4 5
27 I don’t mind when advertising uses female sexuality to attract attention 1 2 3 4 5
28 Advertising usually shows men as the ideal companion to be with 1 2 3 4 5
29 Advertising uses female bodies excessively 1 2 3 4 5
30 The use of female sexuality in most of advertising is unsuitable 1 2 3 4 5
31 I would prefer to see women in advertising dressed with everyday 1 2 3 4 5
fashion rather than too glamorously
32 I prefer to watch advertisement that uses women to attract attention 1 2 3 4 5
33 Advertising that shows women as sexual object should be restricted 1 2 3 4 5
34 Advertising that shows women as sexual objects encourages other 35 1 2 3 4 5
women to feel freer in their sexuality
35 I associate sexual images of woman in advertising with freedom 1 2 3 4 5
36 Advertising usually humiliates women intelligence 1 2 3 4 5
37 I find images of woman in advertising to be too offensive for our 1 2 3 4 5
society
38 I find using women in advertising offensive 1 2 3 4 5
39 I find that women image in advertising has a negative effect on my 1 2 3 4 5
own perception by other
Statements regarding company image
40 Company that shows women in offensive way in their advertising are 1 2 3 4 5
usually discriminating against women in workplace as well
41 Advertising should only be related to the product/service – (this 1 2 3 4 5
question is not included in Russian questionnaire, so I’ll exclude it out
of Turkish as well )
42 Companies have understood the importance of women as consumers 1 2 3 4 5
43 The attitude towards women in advertising is not the same attitude that 1 2 3 4 5
company has towards women in general
Statements regarding purchase intention
44 If advertising of a product offends me I might still buy it if it will offer 1 2 3 4 5
me attractive benefits
45 If I can relate to the woman in the advertisement it encourages me to 1 2 3 4 5
buy the product/ service
46 Advertising are more memorable if they use a women 1 2 3 4 5
47 If advertising of a product offends me I will look for substitutes 1 2 3 4 5

Statements regarding female autonomy

48 Obedience of the wife to her husband is important 1 2 3 4 5
49 Women should be able to do the all the different types of housework 1 2 3 4 5
50 It is the men responsibility to initiate courtship 1 2 3 4 5
51 Women should be as free as men to make decisions 1 2 3 4 5
52 Women should not subordinate their careers for their husbands 1 2 3 4 5
53 Motherhood is an ideal career for women 1 2 3 4 5
54 Women can have as many sexual partners as they wish 1 2 3 4 5
55 Husband should be legal family representative 1 2 3 4 5
56 Only women should decide how many children to have or not 1 2 3 4 5
57 Sexual discrimination for work is not an issue anymore 1 2 3 4 5

Gender O Male O Female

Age O18 – 25 O26 – 35 O36 – 45 O46 – 55 O56 – 65 O66 – 75 O76 +
Education O Primary school O High school O University
Occupation _____________________

Employment status at present: O Part time O Full Time O Retired O Looking for job

Incomes per month O less than $50 O $60 – 100 O $110 – 200 O $210 – 300 O $310 – 400
O $410 – 500 O $510 – 600 O $ 610 – 700 O $710 – 800 O $810 – 900 O $910 – 1000
O more than $1000
Marital status O Single O Married O Divorced O Cohabitating

Thank you very much for your cooperation.