REPRESENTATION OF WOMAN IN MAGAZINE ADVERTISEMENTS: A DIACHRONIC APPROACH
DERGİ REKLAMLARINDA KADIN TEMSİLİ: ARTSÜREMLİ BİR YAKLAŞIM

Author : Meltem SARGIN
Number of pages : 299-310

Abstract

This study aims to show the social representation of woman in magazine advertisements and how this representation has changed through time. Besides, it is also taken into consideration in what social context and by what factors the portrait of woman is drawn in advertisements. The study, which is an example for a discourse analysis, adopts corpus-based method because of its convenience for qualitative and quantitative research. With this design, all the advertisements in the 1960 issues of Hayat Mecmuası and 2013 issues of Tempo were studied and a corpus was composed from the ones functioning to convey the social status and role of women. By analyzing the linguistic choices in the surface structure of the advertisement texts, it was attempted to show into what context the woman was put and what social roles were assigned to her in magazine advertisements, and how this context and roles have changed through time. Besides, the distribution of the advertisement topics and the rate of the advertisements related to women in the two periods were shown numerically in a table for a better comparison. The findings show that in 1960s the woman was put in the traditional family context and characterized as a wife, mother, and housewife by being defined according to her relation to other family members. However, the woman of 2013 is depicted as a free in

Keywords

advertisement, woman, social representation

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