Abstract
In the history of feminist movement, each feminist wave has struggled to develop the statusof women in social, public and business life. The works of feminist theoreticians and writers both provided a base for social change, and gave an historical account of the social and cultural acquisitions that women had in each wave. The increased socio-economic, political and cultural power of women also led the changes in the representation of women in the media. In this regard, the second wave of feminism encouraged new and fair gender representations in the media, indicating the changing status of women. This study aims to investigate how second wave feminism caused a change in the representation of women in cosmetics advertisements. It takes a visual critical approach to the advertisements which draw inspiration from feminist theoretical ideas, concerns and themes, and analyses advertisements featuring new working women free from traditional essentialist roles. The advertisements were chosen with purposive sampling (theory based sampling) for analysis. The findings of the research shows that the visual-textual design of the cosmetic advertisements of the period coincides with the second wave feminist ideas, concerns and themes on public space, business, working women, marriage, family, equity, sexism, and sexuality.
References
- Conboy K, Medina N ve Stanbury S (1997) Writing on the Body: Female Embodiment and Feminist Theory, Columbia University Press, New York.
- Cortese A J (2004) Provocateur: Images of Women and Minorities in Advertising, Rowman & Littlefield Publishers, Lanham.
- Craig S (2003) Madison Avenue Versus The Feminine Mystiwue: The Advertising Industry’s Response to the Women’s Movement, Sherrie A. Inness (ed), Disco Divas: Women and Popular Culture in the 1970s, University of Pennsylvania Press, Philadelphia, 13-23 .
- Daniel J (2012) Sampling Essenstials: Practical Guidelines for Making Sampling Choices, Sage Publications, Los Angeles.
- Edwards T (2011) Fashion in Focus: Concepts, Practices and Politics, Routledge, New York.
- Hartmann H (1997) The Unhappy Marriage of Marksism and Feminism: Towards a More Progressive Union, Linda Nicholson (ed), The Second Wave: A Reader in Feminist Theory, Routledge, New York, 97-122.
- Holden T Q (2012) Women and Politics: Leadership and Communication on the Campaign Trail, Elesha L. Ruminski, Annette M. Holba (eds), Communicative Understanding of Women’s Leadership Development: From Ceilings of Glass to Labyrinth Paths, Lexington Books, Maryland, 181-194.
- Hussain B ve Amir Z A (2012) A Critique on Feminist Research Methodology, Journal of Politics and Law, Canadian Center of Science and Education, Vol: 5, No:4, 202-207.
- McCabe J (2004) Writing Women into Cinema, Wallflower Press, London.
- Kaiser, S B (2012) Fashion and Cultural Studies, Berg Publishers, London.
- Kanner B (1983) Ruffles and Flourishes, New York Magazine, October 10, Colume: 16, No: 40, New Group Publications, New York, 24-26.
- Kawamura Y (2011) Doing Research in Fashion and Dress: an Introduction to Qualitative Methods, Berg Publishers, London.
- Laslett B (1997) On Finding a Feminist Voice: Emotion in a Sociological Life Story, Barbara Laslett ve Barrie Thorne (eds),Feminist Sociology: Life Histories of a Movement, Rutgers University Press, New Brunswick, 48-72
- Laslett B ve Barrie T (1997) Life Histories of a Movement: An Introduction, Barbara Laslett ve Barrie Thorne (eds),Feminist Sociology: Life Histories of a Movement, Rutgers University Press, New Brunswick, 1-27.
- Lordon F (2013) Kapitalizm, Arzu ve Kölelik: Marx ve Spinoza’nın İşbirliği, Akın Terzi (çev), Metis Yayınları, İstanbul.
- Martin P J (2016) Suzanne Noel: Cosmetic Surgery, Feminism and Beauty in Early Twentieth Century, Routledge, New York.
- McDonough J ve Kaden E (eds) (2002) The Advertising Age Encyclopedia of Advertising, Fitzroy Dearborn Publishers, Chicago.
- Penny L (2018) Et Pazarı: Kapitalizmde Kadın Bedeni, Yeşim Ersoy (çev), Pales Yayınları, İstanbul.
- Reichert T (2004) Reklamcılığın Erotik Tarihi, Lidya Yazmacıyan ve Vahit Bora (çev), Güncel Yayıncılık, İstanbul.
- Rodnitzky J L (1999) Feminist Approaches: The Rise and Fall of a Feminist Counterculture, Greenwood Publishing Group, Westport.
- Sivulka J (2012) Soap Sex and Cigarettes: A Cultural History of American Advertising, Wadsworth Publishing, Boston.
- Stole, I L (2005), Advertising on Trial: Consumer Activism and Corporate Public Relations in the 1930s, University of Illinois Press, Urbana-Chicago.
- Teunissen J (2007) Knocking Woman off her Pedestal, Elke Bippus ve Dorothea Mink (eds), Fashion Body Cult, Arnoldsche Art Publishers, Bremen, 172-199.
- Wallerstein I (2012) Tarihsel Kapitalizm ve Kapitalist Uygarlık, Necmiye Alpay (çev), Metis Yayıncılık, İstanbul.
- Williamson J (2001) Reklamların Dili: Reklamlarda Anlam ve İdeoloji, Ahmet Fethi (çev), Ütopya Yayınları, Ankara.
- Zeisler A (2016) We Were Feminists Once: From Riot Grrrl to Covergirl, the Buying and Selling of a Political Movement, Public Affairs, New York.
Abstract
Feminist
hareketin tarihi içinde, her bir feminist dalga toplumsal ve kamusal alanda ve
iş yaşamı içinde kadının konumunun geliştirilmesine yönelik mücadele vermiştir.
Feminist kuramcıların ve yazarların çalışmaları hem toplumsal değişim için bir
temel sağlamış hem de kadınların her bir dalga içindeki toplumsal ve kültürel
kazanımlarının tarihsel olarak açıklanmasına olanak tanımıştır. Kadının artan
sosyo-ekonomik, politik ve kültürel gücü aynı zamanda kadının kitle iletişim
araçlarındaki temsilinde de değişikliklere yol açmıştır. Bu açıdan, ikinci
dalga feminizm kitle iletişim araçlarında yeni ve daha dürüst kadın
temsillerinin yer almasını teşvik etmiştir. Bu çalışma ikinci dalga feminizmin
kozmetik reklamlarındaki kadın temsillerinde nasıl bir değişime neden olduğunu
incelemektedir. Çalışmada feminist kuramsal düşüncelerden, kaygılardan ve
temalardan ilham alan reklamlar görsel eleştirel bir yaklaşımla ele alınmakta,
geleneksel özcü rollerinden kurtulmuş yeni çalışan kadını gösteren reklamlar
incelenmektedir. Çözümlenen reklamlar amaçlı örneklem (kurama dayalı örneklem)
ile seçilmiştir. Araştırmanın sonuçları, dönemin kozmetik reklamlarının
görsel-metinsel tasarımının ikinci dalga feminizmin kamusal alan, iş, çalışan
kadın, evlilik, aile, eşitlik, cinsiyetçilik ve cinsellik ile ilgili
düşünceleri, kaygıları ve temaları ile örtüştüğünü göstermektedir.
References
- Conboy K, Medina N ve Stanbury S (1997) Writing on the Body: Female Embodiment and Feminist Theory, Columbia University Press, New York.
- Cortese A J (2004) Provocateur: Images of Women and Minorities in Advertising, Rowman & Littlefield Publishers, Lanham.
- Craig S (2003) Madison Avenue Versus The Feminine Mystiwue: The Advertising Industry’s Response to the Women’s Movement, Sherrie A. Inness (ed), Disco Divas: Women and Popular Culture in the 1970s, University of Pennsylvania Press, Philadelphia, 13-23 .
- Daniel J (2012) Sampling Essenstials: Practical Guidelines for Making Sampling Choices, Sage Publications, Los Angeles.
- Edwards T (2011) Fashion in Focus: Concepts, Practices and Politics, Routledge, New York.
- Hartmann H (1997) The Unhappy Marriage of Marksism and Feminism: Towards a More Progressive Union, Linda Nicholson (ed), The Second Wave: A Reader in Feminist Theory, Routledge, New York, 97-122.
- Holden T Q (2012) Women and Politics: Leadership and Communication on the Campaign Trail, Elesha L. Ruminski, Annette M. Holba (eds), Communicative Understanding of Women’s Leadership Development: From Ceilings of Glass to Labyrinth Paths, Lexington Books, Maryland, 181-194.
- Hussain B ve Amir Z A (2012) A Critique on Feminist Research Methodology, Journal of Politics and Law, Canadian Center of Science and Education, Vol: 5, No:4, 202-207.
- McCabe J (2004) Writing Women into Cinema, Wallflower Press, London.
- Kaiser, S B (2012) Fashion and Cultural Studies, Berg Publishers, London.
- Kanner B (1983) Ruffles and Flourishes, New York Magazine, October 10, Colume: 16, No: 40, New Group Publications, New York, 24-26.
- Kawamura Y (2011) Doing Research in Fashion and Dress: an Introduction to Qualitative Methods, Berg Publishers, London.
- Laslett B (1997) On Finding a Feminist Voice: Emotion in a Sociological Life Story, Barbara Laslett ve Barrie Thorne (eds),Feminist Sociology: Life Histories of a Movement, Rutgers University Press, New Brunswick, 48-72
- Laslett B ve Barrie T (1997) Life Histories of a Movement: An Introduction, Barbara Laslett ve Barrie Thorne (eds),Feminist Sociology: Life Histories of a Movement, Rutgers University Press, New Brunswick, 1-27.
- Lordon F (2013) Kapitalizm, Arzu ve Kölelik: Marx ve Spinoza’nın İşbirliği, Akın Terzi (çev), Metis Yayınları, İstanbul.
- Martin P J (2016) Suzanne Noel: Cosmetic Surgery, Feminism and Beauty in Early Twentieth Century, Routledge, New York.
- McDonough J ve Kaden E (eds) (2002) The Advertising Age Encyclopedia of Advertising, Fitzroy Dearborn Publishers, Chicago.
- Penny L (2018) Et Pazarı: Kapitalizmde Kadın Bedeni, Yeşim Ersoy (çev), Pales Yayınları, İstanbul.
- Reichert T (2004) Reklamcılığın Erotik Tarihi, Lidya Yazmacıyan ve Vahit Bora (çev), Güncel Yayıncılık, İstanbul.
- Rodnitzky J L (1999) Feminist Approaches: The Rise and Fall of a Feminist Counterculture, Greenwood Publishing Group, Westport.
- Sivulka J (2012) Soap Sex and Cigarettes: A Cultural History of American Advertising, Wadsworth Publishing, Boston.
- Stole, I L (2005), Advertising on Trial: Consumer Activism and Corporate Public Relations in the 1930s, University of Illinois Press, Urbana-Chicago.
- Teunissen J (2007) Knocking Woman off her Pedestal, Elke Bippus ve Dorothea Mink (eds), Fashion Body Cult, Arnoldsche Art Publishers, Bremen, 172-199.
- Wallerstein I (2012) Tarihsel Kapitalizm ve Kapitalist Uygarlık, Necmiye Alpay (çev), Metis Yayıncılık, İstanbul.
- Williamson J (2001) Reklamların Dili: Reklamlarda Anlam ve İdeoloji, Ahmet Fethi (çev), Ütopya Yayınları, Ankara.
- Zeisler A (2016) We Were Feminists Once: From Riot Grrrl to Covergirl, the Buying and Selling of a Political Movement, Public Affairs, New York.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Research Articles |
| Authors | |
| Publication Date | January 27, 2020 |
| Submission Date | March 18, 2019 |
| Published in Issue | Year 2020 Volume: 13 Issue: 1 |
