TY  - JOUR
T1  - KADININ TV VE DERGİ REKLAMLARINDAKİ YERİ VE KADIN İMGELERİ
AU  - Gürdal, Sahavet
PY  - 1996
DA  - January
DO  - 10.14783/maruoneri.710429
JF  - Öneri Dergisi
PB  - Marmara University
WT  - DergiPark
SN  - 1300-0845
SP  - 13
EP  - 19
VL  - 1
IS  - 4
LA  - tr
AB  - Importance of the Role sex in advertising has becomean interesting subeject far Researchers Since early 1070’sResearchers expressed conceru about the Roles portrayed bywomen in adv. The Role of vomen in advertisements should bedeflned sensitively in each culture. In literatüre generallyauthors State that advertising simpiy mirror what is alreadypreseni in the minds of the individuals in soviety.The main objective of this study is to evaluated thesex Role. The data has been gathered from the prints and TVadv. and evaluated vjith content analysis.The Results indicate that the Role portrayed bywomen is changing according to the characteristics of thetarget market and culture dijferences. We traditional Roles likehousemfe, mother ete. are dominant.
KW  - Kadın
KW  - Televizyon
KW  - Dergi
KW  - Reklam
CR  - [1] - Belkaoui, A.and.Belkaoui J.M.(1976). “A
Comparative Analysis of The Roles Portrayed by
Women in Print Advertisement: 1958, 1970, 1972”,
Journal ofMarketing Research V. 13.May. s. 168-
172
CR  - [2] -Courtney, A.E. and Locates, S.W.(1971): “ A
Woman’s place: An analysis of The Roles Played by
Women in Magazine Advertisements”-Joumal of
Marketing Research. V.8, February, s. 93-95
CR  - [3] -Ford. J.B., La Tour.M.S. and Lundstrom,
W.J.(1991): “Contemporaıy Women’s Evaluation of
Fermale Role Portrayals in Advertismg”, Journal of
Consumer Marketing. V.8, N.l, s.75-85
CR  - [4] - Ford.B.J.: La Tour, M.S.: Honeycutt, eared.; Voli,
P.K.; Joseph, M.(1993): “Comparison of American
and Japanese Consumer Perceptions of Role
Portrayals in Advertismg”, World Marketing
CR  - [5]- Gilly, M.C. (1988), “Sex Roles in Advertising: A
Comparison of Television Advertisements in
Australia, Mexico and The United States” Journal
ofMarketing. V.52, April s.75-76
CR  - [6J- Gürdal, S; Mengtlç, B.; Uslu. A.(1991): “Reklam
Filmlerinde Rolalan Çocuklara İlişkin Bir
Araştırma”, M.Ü.K.Î.A.U.M, İnsan Kaynağı Olarak
Çocuklarımız, Seminer, Eylül.
CR  - [7]- Gürdal, S.(3 990): “hnportance of Sex Role in
Advertising”, M.Ü. l.I.B.F. Mayıs. İstanbul
CR  - [8j- Haluk Sicimoğlu (1993): “Geleceğin Kadını”
Kadınlar, Liderlik, Yöneticilik Sempozyumu,
İstanbul Mülkiyeliler Vakfı-M.Ü. Kadm İşgücü
Araştırma ve Uygulama Merkezi, İstanbul
CR  - [9j- Kerin, Roger A., Lunstrom WJ., Sciglimpalia,
Donald (1977); “Women in Advertisements:
Reprospect and Prospeet”, Journal ofMarketing.
July, s.72-79
CR  - [10]-La Toıır, M.S., (1990); “Female Nudity in Print Advertising: An Analysis of Gender Differences in Arousal and Ad Response”, V.7(l), Spring s.65-81
CR  - [11] -Lysonki, S.(1987): Role Portrayals in British
Magazine Advertisements” European Journal of
Marketing, May, s.37-55
CR  - [12] -Medya, (Ağustos 1989)
CR  - [13] - Posold, P.W.(1990): “Role Stereotypes in
Television Advertisements”, World Marketing
Congress, Proceedings of Acedemy ofMarketing
Science, May, New Orleans
CR  - [14] - Pollay, R.W.(1986): “The Distorted Mirror:
Reflection on The Unintendid Conequances of
Advertising” Journal ofMarketing. V. 50. s. 18-38
CR  - [15] - Sandage. C.H., Friyburger, V.(1990) “The Role of
Advertising”. 3 ed. Homewood, Richard D.Invin,
USA
CR  - [16] - Wee, Chow-Hou, Choong.Mei-Lan and Tambyah,
Siok-Kuan(1995): “Sex Role Portrayal in
Television Advertising: A Comparative Study of
Singapore and Malasia”, International Marketing
Reviev. V.el2, November, s.49-64
UR  - https://doi.org/10.14783/maruoneri.710429
L1  - https://dergipark.org.tr/en/download/article-file/1025588
ER  -