Woman and gender in advertising: A semiotic reading

Year 2020, Volume: 5 Issue: 9, 18 - 30, 30.04.2019

Esra Saniye Tuncer

Abstract

Abstract

Semantic advertising analyzes are frequently found in
the literature in different aspects. In this study we tried to have a semiotic
analysis of Nokia cell phone brand advertisement. We reached to some
conclusions in the case of using technology, with considering gender effect in
an advertisement text. For this purpose, it is hoped that the findings obtained
through semiotic analysis method via an advertisement text will shed light on
studies on advertising and gender. In this article, it is determined that
gender is used extensively in the ad text selected as a model. Besides that, -
another of the findings we have obtained as an analysis is that - the
advertisements were re-presented by editing real life and that the truth is
manipulated. As a result, it can be said that;Advertisements naturalize /
normalize, legitimize, nourish, support / reinforce, strengthen, build and
rebuild the sexist patterns that exist in society, and however also re-present
/ construct reality.

 

Keywords

Semiology/Semiotic, Advertisement, Gender, Woman-Man, Reality Construction

References

• References
• Barthes, Roland (1999) Göstergebilimsel Serüven (Semiological Adventure), Çev. Mehmet Rifat ve S. Rifat. İstanbul: Kaf Yayıncılık.
• Berger, John (1990/1995) Görme Biçimleri (Vision Forms), Çev. Yurdanur Salman. İstanbul: Metis Yayınları.
• Berger, Arthur Asa (1996) Göstergebilimsel Çözümleme (Semiological Analysis), Çev. Nazlı Bayram. Kitle İletişiminde Çözümleme Yöntemleri (Methods of Analysis in Mass Communication), ss. 11-41. Eskişehir: Anadolu Üniversitesi E.S.B.A.Ç. Vakfı Yayınları.
• Brunel, Frédéric F. and Michelle R. Nelson (2003, September 1) Message Order Effects and Gender Differences in Advertising Persuasion. Journal of Advertising Research, New York/London. Access 10 July 2018. Retrieved from http://www.journalofadvertisingresearch.com/.
• Büker, Seçil ve A. Kıran (1999) Reklamlarda Kadına Yönelik Şiddet (Violence Against Women in Advertisements). İstanbul: Alan Yayıncılık.
• Çamdereli, Mete (2000) Çok İleri Giderek Bir ‘Mavi’ Afişi Okumak ya da Bir Reklam Afişinin Göstergebilimsel Çözümlemesi (Reading A 'Blue' Poster Going Too Much or Semiologically Analyzing an Advertisement Poster). İletişim Dergisi, 5 (Bahar): 92-120.
• Çamdereli, Mete (2004) Yönetişim ve Reklam İletişimi (Governance and Advertising Communication). Ankara: Nobel Yayın Dağıtım.
• Dağtaş, Banu (2000) 28 Şubat Süreci Söyleminin Türk Yazılı Basınında Ticari Ürün ve Hizmetlerin Reklam Metinlerinde Analizi (Analysis of commercial products and services in advertising texts in Turkish Written Press of February 28). İletişim Dergisi: Halkla İlişkiler ve Reklamcılık, 5 (Mayıs): 131-153.
• Ehrenberg, Andrew S. C. (2000, November 1) Repetitive Advertising and the Consumer. Journal of Advertising Research, New York. Access 01 October 2017.
• Retrieved from http://www.journalofadvertisingresearch.com/.
• Eren, Hasan vd. (1992) Türkçe Sözlük (1-2) (Turkish Dictionary 1-2). İstanbul: TDK Yayınları.
• Foucault, Michel (2013) Cinselliğin Tarihi (History of Sexuality). İstanbul: Ayrıntı Yayınları.
• Goodrich, Kendall (2014) The Gender Gap. Journal of Advertising Research, New York. Access 15 January 2019. Retrieved from http://www.journalofadvertisingresearch.com/.
• Guıraud, Pierre (1990) Göstergebilim (Semiotics/Semiology), Çev. Mehmet Yalçın. Sivas: Önder Matbaacılık.
• Güz, Nükhet vd. (2002) Etkili İletişim Terimleri (Effective Communication Terms). İstanbul: İnkılâp Kitabevi.
• Küçükerdoğan, G. Rengin (2005) Reklam Söylemi, Görsel Göstergebilim I (Advertisement Discourse, Visual Semiology I). İstanbul: Es Yayınları.
• Mattelart, Armand (1991) Reklamcılık (Advertising), Çev. Fatoş Ersoy. İstanbul: İletişim Yayınları.
• Mutlu, Erol (2012) İletişim Sözlüğü (Communication Dictionary). Ankara: Sofos Kıta Basın Dağıtım Yayıncılık.
• Parsa, Alev F. ve Olgundeniz, Seda Sünbül (2014) İletişimde Göstergebilim ve Anlamlandırma Sürecini Örneklerle Değerlendirme (Evaluating the Semiotics and Signification Process in Communication by Examples). İletişim Araştırmalarında Göstergebilim/Yazınsaldan Görsele Anlam Arayışı (Semiology in Communication Studies / Searching for Meaning from Literary View), Ed. Ahmet Güneş. Konya: Literatürk Academia.
• Rifat, Mehmet (1998) XX. Yüzyılda Dilbilim ve Göstergebilimin Kuramları, I ve II (Theories of Linguistics and Semiotics in the 20th Century, I ve II.). İstanbul: Yapı Kredi Yayınları.
• Séguéla, Jacques (1997) Eğlenceli Şeydir Şu Reklamcılık (That Advertising is a Fun Thing), Çev. Nihal Önol. İstanbul: AD Yayıncılık.
• Topçuoğlu, N. Nur (1996) Basında Reklam ve Tüketim Olgusu (Advertisement and Consumption Issue at the Press). Ankara: Vadi Yayınları.
• Ünsal, Yüksel (1971) Bilimsel Reklam ve Pazarlamadaki Yeri (Scientific Advertising and Its Place in Marketing). İstanbul: Bilim Yayınları.
• Wolin, Lori D. (2003, March 1) Gender Issues in Advertising. Journal of Advertising Research, New York. Access 20 April 2018. Retrieved from http://www.journalofadvertisingresearch.com/.
• Yazıcı, İsmet (1997) Kitle İletişiminde İmaj (Image in Mass Communication). İstanbul: Bilim Yayınları.
• Yücel, Tahsin (2008) Yapısalcılık (Structuralism). İstanbul: Can Yayınları.
• Zimmerman, Amanda and Dahlberg, John (2008, March 1) The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective. Journal of Advertising Research, New York. Access 07 August 2019. Retrieved from http://www.journalofadvertisingresearch.com/.