Gender Equality Analysis Within the Framework of The United Nations Sustainable Development Global Goals: Case Study of the “Beko Woman’s Work, Power!” Advertisement

Abstract

This research aims to analyze the "Beko Woman’s Work, Power! Advertisement" as a case study within the context of Gender Equality (Goal 5), as outlined in the Sustainable Development Goals. The advertisement is designed to raise awareness about gender equality and empower women economically and socially. In this context, the study questions whether the advertisement contributes to the first goal of gender equality, "ending all forms of discrimination against women and girls everywhere." A qualitative case analysis method is employed, allowing an in-depth examination of the advertisement and a detailed understanding of its relationship with gender equality objectives. This analysis reveals the impact of the advertisement on gender equality and its compatibility with Goal 5 of the Sustainable Development Goals. Consequently, this article demonstrates that the "Beko Woman’s Work, Power! Advertisement" has the potential to raise awareness about gender equality and can serve as a tool contributing to the Gender Equality target of the Sustainable Development Goals.