ATTITUDES TOWARD WOMAN BODY PORTRAYALS IN ADVERTISING: A COMPARISON IN TERMS OF FEMINISM LEVELS OF FEMALE CONSUMERS

Year 2017, ICMEB17 Özel Sayısı, 467 - 475, 01.12.2017

Gizem Tokmak

Abstract

Sexually objectified advertising states the portrayals of female/male sexual characteristics in advertising. Today, especially female sexual characteristics are sometimes portrayed as decorative objects relatedly or unrelatedly with the product to increase the consumption. The aim of the study is to determine how the female consumers’ feminist identities affect their evaluation of woman body portrayals in advertising. The study’s sample includes 110 female college students and convenience sampling method was used. In the study, Kruskal-Wallis test was performed. The analysis results show that the feminist identities create no statistically differences on the attitudes, and in general, the overall attitudes towards the objectification of women in ads were found to be negative

Keywords

Woman Objectification in Advertising, Woman Body Portrayals, Feminist Identites, Sexist Consumption

REKLAMLARDAKİ KADIN BEDENİ GÖSTERİM BİÇİMLERİNE OLAN TUTUMLAR: KADIN TÜKETİCİLERİN FEMİNİZM SEVİYELERİ AÇISINDAN BİR KARŞILAŞTIRMA

Abstract

Cinsel yönden nesnelleştirme reklamcılıkta, kadın/erkek cinsiyet özelliklerinin kullanılması anlamına gelmektedir. Günümüzde, özellikle kadınların cinsiyet özellikleri tüketimi artırmak için ürünle bağlantılı veya bağlantısız bir şekilde dekoratif bir obje olarak kullanılmaktadır. Bu çalışmanın amacı, kadın tüketicilerin feminist kimliklerinin, reklamlardaki kadın bedeni gösterimlerini değerlendirmeleri üzerinde etkisi olup olmadığını ortaya çıkarmaktır. Araştırmanın örneklemini, kolayda örnekleme yöntemiyle belirlenen 110 kız üniversite öğrencisi oluşturmaktadır. Araştırmada, Kruskal-Wallis testi kullanılmıştır. Analiz sonuçları, feminist kimliklerin tutumlar üzerinde istatistiksel olarak anlamlı bir farklılık oluşturmadığını, genel anlamda katılımcıların kadın bedeninin reklamlarda nesnelleştirilmesine olumsuz tutum gösterdikleri ortaya çıkmıştır.

Keywords

Reklamlarda Kadınların Nesnelleştirilmesi, Kadın Bedeni Gösterim Biçimleri, Feminist

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