Anadolu Bil Meslek Yüksekokulu Dergisi

Yazarlar: Yelda ŞENKAL

Konular:-

Anahtar Kelimeler:Advertisement,Woman image in advert,Feminist theories

Özet: Many products are publicized via woman image in adverts and woman are represented in various roles. The women working in real life are not reflected in advert as a social figure and they are mostly restricted in private life with the image of housewife. Furthermore, public sphere is mostly attributed to man. Feminist theory stating women do not equally take part in social life also emphasizes that the difference created in malestream should be rightly determined and identified. Moreover, feminist theoreticians have studied with the aim of abolishing the distinction private/public sphere. Another representation of woman in adverts is appeared as a figure who always looks well-groomed and slender and her femininity is made sense over her sexual identity. According to feminist theories, underlying reason of this approach is based on the idea of construction of woman via man view. As a social movement, achievements of feminism devoted to women through long ages are ignored in media, especially in advertisements and women are kept on being reflected with stereoptyped approach. In this context, we are observing that woman representation is appeared us not feminine but masculine

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