Kozmetik Reklamlarında Kadın ve Nesne İlişkisi

Year 2002, Issue: 1, 75 - 93, 27.03.2002

Halime Yücel Altınel

Abstract

In this work the relationship between woman image and cosmetics in television advertisements through 2001-2002 is analized by using the principles of semiotics. The representation of the
objects and the consumption values reflected in the advertisements have been taken as fundamental elements in order to determine the relationship of the woman with the object. These values can be dassified as functionality, existence, pragmatism and enjoyment. it is observed that, far the subject of advertisement, the functional values of the object remain as a means to reach existential values and her problems related to her appearance are not individual but social.

Keywords

Reklam, Kadın, Göstergebilim

References

• Adorno, Theodor W (1998). Minima Moralia. Çev., Orhan Koçak, Ahmet Doğukan. İstanbul: Metis Yayınları.
• Barthel, Diane (1988). Putting On Appearances: Gender and Advertising. Philadelphia: Temple University.
• Beigbede( Frederic (2001 ). 3.900.-TL. Çev., Renan Akman. İstanbul: Doğan Kitapçılık.
• Cornu, Genevieve( 1990). Semiologie de l'lmage dans la Publicite. Paris: Les editions d'Organisation.
• Featherstone, Mike (1997). Postmodernizm ve Tüketim Kültürü. Çev., Mehmet Küçük. İstanbul: Ayrıntı Yayınları.
• Floch, Jean-Marie( 1995). ldentifes ıVisuelle_s. Paris: Presses Universitaires de France.
• Gendron, Bernard (1998). "Theodor Adorno Cadillacs'la Tanışıyor", Eğlence incelemeleri. Tania Modleski (der) içinde. 'çev., Nurdan Gürbilek. İstanbul: Metis Yayınları: 40-61.
• Greimas, Algirdas Julien (1983). Du Sens /. Paris: Seuil.
• Parret, Herman (1986). Les Passions, Essaie sur la Mise en Discours de la Subjectivite. Bruxelles: Pierre Madraga.
• Seguela, Jacques (1994). Anneme Reklamcı .Olduğumu Söylemeyin. Çev., Ragıp Duran. İstanbul: Afa Yayıncılık.
• Winship, Janice(1980). Advertising in \ı1vbmens Magazines: 1956-74. Birmingham: Centre for Contemporary Cultural studies, University of Birmingham.