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

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

Gizem Tokmak

Öz

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

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

Reklamlarda Kadınların Nesnelleştirilmesi, Kadın Bedeni Gösterim Biçimleri, Feminist

Kaynakça

• Arnott, C.C. (1972). Husbands' attitude and wives' commitment to employment. Journal of Marriage and the Family, 34(6), 673-677.
• Bargad, A., & Hyde, J.S. (1991). Women’s studies: A study of feminist identity development in women. Psychology of Women Quarterly, 15, 181-201.
• Basow, S. A., & Campanile, F. (1990). Attitudes toward prostitution as a function of attitudes toward feminism in college students: An exploratory study. Psychology of Women Quarterly, 14, 135-141.
• Batı, U. (2010). Reklamcılıkta retorik bir unsur olarak kadın bedeni temsilleri. Kültür ve İletişim, 13(3), 103-133.
• Belkaoui, A., & Belkaoui, J. M. (1976). A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972. Journal of Marketing Research, 13, 168-172.
• Branscombe, N.R., & Deaux, K. (1991). Feminist attitude accessibility and behavioral intentions. Psychology of Women Quarterly, 15, 411-418.
• Bower, A. B. (2001). Highly attractive models in advertising and the women who loathe them: The implications of negative affect for spokesperson effectiveness. Journal of Advertising, 30(3), 52-63.
• Dempewolff, J.A. (1974). Development and validation of a feminism scale. Psychological Reports, 34, 651-657.
• Downing, N. E., & Roush, K. L. (1985). From passive acceptance to active commitment: A model of feminist identity development for women. The Counselling Psychologist, 13, 695-709.
• Ford, J.B., & LaTour, M.S. (1996). Contemporary female perspectives of female role portrayals in advertising. Journal of Current Issues and Research in Advertising, 16(Spring), 40-51.
• Gould, S.J. (1994). Sexuality and ethics in advertising: A research agenda and policy guideline perspective. Journal of Advertising, 23(3), 73-80.
• Harker, M., Harker, D., & Svensen, S. (2005). Attitudes towards gender portrayal in advertising: An australian perspective. Journal of Marketing Management, 21, 251-264.
• Henderson-King, D., & Stewart, A. (1997). Feminist consciousness: Perspectives on women’s experience. Personality and Social Psychology Bulletin, 23(4), 415-426.
• Kirkpatrick, C. (1936). Attitudes toward feminism. Sociology and Social Research, 20, 512-526.
• LaTour, M.S., & Henthorne, T.L. (1994). Female nudity in advertisements, arousal and response: A parsimonious extension. Psychological Reports, 75, 1683-1690.
• Lavine, H., Sweeney, D., & Wagner, S. H. (1999). Depicting woman as sex objects in television advertising: Effects on body dissatisfaction. Personality and Social Psychology Bulletin, 25(8), 1049-1058.
• Milner, L. M., & Collins, J. M. (2000). Sex-role portrayals and the gender of nations. Journal of Advertising, 29 (1), 67-79.
• Peck, J., & Loken, B. (2004). When will larger-sized female models in advertisements be viewed positively? The moderating effects of instructional frame, gender, and need for cognition. Psychology & Marketing, 21(6), 425-442.
• Reichert, T., LaTour, M. S., Lambiase, J. J., & Adkins, M. (2007). A test of media literacy effects and sexual objectification in advertising. Journal of Current Issues and Research in Advertising, 29(1), 82-92.
• Smith, E. R., Ferree, M. M. & Miller, F. D. (1975). A short scale of attitudes toward feminism. Representative Research in Social Psychology, 6, 51-56.
• Smith, D. C. (2001). Environmentalism, feminism, and gender. Sociological Inquiry, 71 (3), 314-334.
• Singleton, R., & Christiansen, J. B. (1977). The construct validation of a short form attitudes toward feminism scale. Sociology and Social Research, 61, 294-303.
• Soley, L., & Kurzbard, G. (1986). Sex in advertising: A comparison of 1964 and 1984 magazine advertisements. Journal of Advertising, 15, 46-64.
• Whipple, T. W., & Courtney, A. E. (1985). Female role portrayals in advertising and communicaton effectiveness: A review. Journal of Advertising, 14 (3), 4-17.
• Zimmerman, A., & Dahlberg, J. (2008). The sexual objectification of women in advertising: A contemporary cultural perspective. Journal of Advertising Research, (March), 71-79.