Değişen Kadın Rollerinin Kadınlara Yönelik Yapılan Reklamlara Yansıması

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Erciyes İletişim Dergisi, vol.6, no.2, pp.845-862, 2019 (Other Refereed National Journals)

  • Publication Type: Article / Article
  • Volume: 6 Issue: 2
  • Publication Date: 2019
  • Doi Number: 10.17680/erciyesiletisim.534651
  • Title of Journal : Erciyes İletişim Dergisi
  • Page Numbers: pp.845-862


It is seen that the place of woman in life changed from past to present. In particular, the intensity of women’s movements has led to changes in the role of women in society. These changes are reflected not only in the current life but also in the way women are shown ads. Today, women who are interested in housework and children have become modern, powerful, free and active, active in business life. In this way, the woman, who showed interest in housework, showed a courageous, free and entertaining image. The new image of the woman is also reflected in the advertisements. Thus, this new eye perfect woman ’is also frequently shown in advertising. In this context, the main purpose of the research is to examine the role of changing women’s roles in advertising. For this purpose, the research consists of two parts. In the first part of the study, which is the Orkid brand sanitary napkin ads first and last published in Turkey it was examined by hermeneutical method. Thus, it was tried to reveal how women’s representation changed in advertisements. In the second part of the study, focus group interviews were conducted by female participants. During these interviews, first and last advertisements of Orkid brand, which were examined with hermeneutical methods, were followed. Participants were asked questions based on previous studies and their thoughts about the women shown in the advertisements were measured. In the conclusion part of the study, the obtained data were examined comparatively. According to the results, the participants do not like the image of both women shown in the advertisements. Participants are particularly opposed to the strong representation of women with masculine characteristics.