文章基本信息

标题：Anneler Günü ve Babalar Günü Reklamlarında Toplumsal Cinsiyet İnşası
本地全文：下载
作者：Duygu ÜNALAN; Elif ŞEŞEN
期刊名称：Journal of Turkish Studies
印刷版ISSN：1308-2140
出版年度：2020
卷号：Volume 15 Issue 2
期号：Volume 15 Issue 2
页码：1453-1481
DOI：10.29228/TurkishStudies.41769
出版社：Turkish studies publisher
摘要：An advertisement aims to create new necessity, values and life style, tries to show the aspects of a person, product or service which will please the indiviuals. While doing this, it benefits from images, indications and also cultural and social pre-acceptance. As a discourse, positioning in advertising is not done independently of product and culture. Because human makes sense of everything including advertisement messages according to social association; however this sense-making is not fixed and changes over time. Media reconstructs consumption patterns and life styles aimed at female and male through various tools. Advertisements repeats social stereotypes via traditional values and settled ideas related to gender. Among the discourses of the advertisements prepared for Mother’s Day and Father’s Day, there are various differences, especially advertised products. On the Mother’s Day, the advertisements of the products such as white goods and small home appliances which are directed their traditional roles and emphasizes social positions; on the other hand, on the Father’s Day, the products from car to tie which are used by men directly are advertized. Through these advertisements, discourses which reflect gender’s roles are reconstructed. This study aims to analysis gender construction in TV advertisements which were prepared for Mother’s Day and Father’s Day and were featured on TV channels before these days for the year of 2018 through semiotic analysis. In the study, a general evaluation of the reflections of gender construction in advertisements was made and the advertisements were examined around repeated common themes about motherhood and fatherhood. With the classification of the advertisements under common themes, in Mother's Day advertisements “Mother gives confidence”, “Mother is compassionate”, “Mother is sacrifice” themes; in Father's Day advertisements, the themes of “Father is related but authoritarian”, “Father is strong, he does not show his feelings” and “Father is sacrifice” themes emerged. Looking at the advertisements examined in the study, it is seen that the gender roles attributed to men and women in society are repeated. In advertisements, the mother (woman) is described as loving, reassuring, self-sacrificing and compassionate; father (man) is a person who does not show his emotionality, is strong and provides a living for the house. While in the advertisements examined, there is no emphasis on the business life of the mother in the advertisements of the Mother's Day, while in the Father's Day advertisements, the father is seen as the employee. The analysis of the advertisements revealed that the gender roles attributed to the mother and father in the society are repeated in the advertisements of mother's day and father's day, and that these roles are re-established through the advertisements.
其他关键词：Advertisement, television, gender, Mother’s Day, Father’s Day