TY  - JOUR
TT  - Women Chewing Gum: Feminist Critical Analysis of Advertising as Symbolic Violence
AU  - Nas, Alparslan
PY  - 2015
DA  - November
DO  - 10.24955/ilef.305305
JF  - Ankara Üniversitesi İlef Dergisi
PB  - Ankara University
WT  - DergiPark
SN  - 2148-7219
SP  - 35
EP  - 54
VL  - 2
IS  - 2
KW  - Reklam
KW  - simgesel şiddet
KW  - feminizm
KW  - toplumsal cinsiyet
KW  - eril iktidar
N2  - Representation of women in advertisements has been a crucial point of debate in critical studies onadvertising and gender. Advertising has critically been evaluated as an ideological apparatus thatreproduces gender roles and promotes sexism. In addition to overt forms of sexist representations,advertisements also construct implicit meanings of gender inequality, which is difficult to recognize.The aim of this article is to show that advertisements generate “symbolic violence” that normalizesand legitimizes gendered relations of power so that gender inequalities would be misrecognized.Based on Pierre Bourdieu’s notion of “symbolic violence”, this article analyzes the image of “womenchewing gum” in an advertisement campaign by Falım, Turkey’s leading chewing gum brand withfeminist critical analysis. Falım advertisements portray women who are pressured by patriarchybut do not resist it and are content with it. Eventually, the patriarchal narrative brings forth thenormalization of gender inequalities and its communication to the wider public via advertising as arhetorical device.
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[Accessed: 28/08/2015]
UR  - https://doi.org/10.24955/ilef.305305
L1  - https://dergipark.org.tr/en/download/article-file/292793
ER  -