Advertisers face longstanding challenges—perhaps more acute under shifting cultural and gender forces such as the global #metoo movement—in creating gendered messages. This research builds on work at the intersection of gender, advertising and institutions, which bridges macro and micro issues faced by advertising professionals, to explore the unique East-West context of Turkey. Using institutional theory as a lens to examine a context in transition, this research illustrates how macro forces permeate four logics from which advertising professionals draw, specifically logics of: gender roles, power, duality, and risk. It further identifies strategies that advertising professionals utilize to manage increasing institutional complexity when creating gendered messages amidst competing logics. This study contributes to an understanding of how advertising professionals engage in institutional work within broader macro realities and the impact this has on the creation of gendered messages in society. Implications for consumer welfare, particularly regarding gender relations, are offered.

中文翻译：

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转型文化中的制度逻辑、性别和广告：检查土耳其广告专业人士管理制度复杂性的策略

广告商在创建性别信息方面面临长期挑战——在全球#metoo 运动等不断变化的文化和性别力量下，挑战可能更为严峻。这项研究建立在性别、广告和机构交叉点的工作基础上，它连接了广告专业人士面临的宏观和微观问题，探索土耳其独特的东西方环境。本研究使用制度理论作为审视​​转型背景的镜头，说明宏观力量如何渗透到广告专业人士从中汲取的四种逻辑中，特别是：性别角色、权力、二元性和风险的逻辑。它进一步确定了广告专业人士在竞争逻辑中创建性别信息时用来管理日益增加的制度复杂性的策略。这项研究有助于了解广告专业人士如何在更广泛的宏观现实中参与机构工作，以及这对社会中性别信息的产生产生的影响。提供了对消费者福利的影响，特别是在性别关系方面。