Araştırma Makalesi
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Feminine Body Portrayal Preferences in Advertising as a Component of Rhetoric

Yıl 2010, Cilt: 13 (1) Sayı: 25, 103 - 133, 01.06.2010

Öz

This study investigates the preferences of feminine body representations in magazine advertisements. Firstly, a content analysis of 379 magazine advertisements is conducted to display the thematic categories of women’s stereotyped body portrayal. Secondly, the commercials drawn via a systematic sampling that represent 21 thematic categories are semantically analyzed. The research findings reveal that contemporary advertising practices reinforce sexist notions about ideal woman’s body. Many products are pitched with explicit sexual body imagery of women on the verge of pornography and these ubiquitous images emphasize stereotypes of women as sex objects and include unrealistic notions about women’s body and violence against women’s body

Kaynakça

  • Aristotales (2000). Retorik. Çev., Mehmet H. Doğan. İstanbul: Yapı Kredi.
  • Barthes, Ronald (1999). The Old Rhetoric in The Semiotic Challenge. Çev., Richard Howard. New York: Hill&Wang.
  • Best, Steven ve Douglas Kellner (1991). Postmodern Theory: Critical Interrogations. Londra ve New York: MacMillan ve Guilford Press.
  • Blood, Sylvia K. (2005). Body Work The Social Construction of Women’s Body Image. London: Routledge.
  • Bullough, Vern L. (2001). “Body Talk: Rhetoric, Technology, Reproduction.” Technology and Culture 42(1): 199-200.
  • Butler, Judith (1998). ‘Afterword.’ Butch/Femme: Inside Lesbian Gender. Sally R. Munt (der.) içinde. London and Washington: Cassell. 225–230.
  • Carter, Shima (2008). “A Pragmatic Approach to Women’s Rhetoric” Pedagogy 8(2): 383-389.
  • Corbett, Edward (1990). Classical Rhetoric for Modern Student. New York: Oxford University Press.
  • Courtney, Alice E. ve Sarah Wernick Lockeretz (1971). “A Women’s Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements.” Journal of Marketing Research 8: 92-95.
  • Courtney, Alice E. ve Thomas W. Whipple (1983). Sex Stereotyping in Advertising. Lexington: Lexington Books.
  • Danisch, Robert (2006). “Power and the Celebration of the Self: Michel Foucault’s Epideictic Rhetoric.” Southern Communication Journal 71(3): 291-307.
  • De Beauvoir, Simone (1974). Kadın: “Genç Kızlık Çağı”. Çev., Bertan Onaran. I. Cilt. İstanbul: Payel.
  • Deleuze, Gilles ve Félix Guattari (1987). A Thousand Plateaus. Minneapolis: University of Minnesota Press.
  • D’Emilio, John ve Estelle Freedman (1997). Intimate Matters: “A History of Sexuality in America”. Chicago: University of Chicago Press.
  • Dow, Bonnie J. (1997). “Feminism, Cultural Studies, and Rhetorical Studies.” Quarterly Journal of Speech 83: 90-106.
  • Featherstone, M. (1996). Postmodernizm ve Tüketim Kültürü. Çev., Mehmet Küçük. İstanbul: Ayrıntı.
  • Fischer, Eileen ve Stephen J. Arnold (1994). “Sex, Gender Identity, Gender Role Attitudes and Consumer Behavior” Psychology and Marketing 11(2): 163-182.
  • Foucault, Michel (1978). Method. In The History of Sexuality: An Introduction. Birinci Cilt. New York: Vintage Books. 92-102.
  • Fuller, Linda K. (der.) (2009). Sport, Rhetoric and Gender: Historical Perspectives and Media Representations. New York: Palgrave Macmillan.
  • Harvey, David (1999). Postmodernliğin Durumu. Çev., Sungur Savran. İstanbul: Metis.
  • Heinberg, J. Leslie ve J. Kevin Thompson (1995). “Body Image and Televised Images of Thinness and Attactiveness: A Controlled Laboratory Investigation.” Journal of Social and Clinical Psychology 20: 289-323.
  • Hogg, M. Margaret ve Jade Garrow (2003). “Gender Identity and the Consumption of Advertising.” An International Journal of Marketing 6(3): 160-174.
  • Işık, Emre (1998). Beden ve Toplum Kuramı. İstanbul: Bağlam.
  • Jameson, Fredric (1994). Postmodernizm: “Ya da Geç Kapitalizmin Mantığı”. Çev., Nuri Plümer. İstanbul: Yapı Kredi.
  • Jhally, Sut (1987). The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society. London: Frances Pinter.
  • Jordan, John W. (2004). “The Rhetorical Limits of the ‘Plastic Body.’” Quarterly Journal of Speech 90: 327-58.
  • Kang, Mee-Eun (1997). “The Portrayal of Women’s Images in Magazine Advertisements: Goffman’s Gender Analysis Revisited.” Sex Roles: A Journal of Research 37: 979-997.
  • Krassas, Nicole R., vd. (2001). “Boxing Helena and Corseting Eunice: Sexual Rhetoric in Cosmopolitan and Playboy Magazines.” Sex Roles: A Journal of Research 48: 842-61.
  • Lafky, Sue, vd. (1996). "Looking Through Gendered Lenses: Female Stereotyping in Advertisements and Gender Role Expectations." Journalism and Mass Communication Quarterly 73(2): 379-88.
  • Lerner, R. M., J. B. Orlos, J. R. Knapp (1976). “Physical Attractiveness, Physical Effectiveness, and Self-Concept in Late Adolescence.” Adolescence 11: 313-326.
  • Lloyd, Genevieve (1996). Erkek Akıl: Batı Felsefesinde ‘Erkek’ ve ‘Kadın’. Çev., Muttalip Özcan. İstanbul: Ayrıntı.
  • Lukas, Scott A. “Genderads Project: “Ads, Education, Activism”. www.genderads.com. Erişim: 23 Mart 2006.
  • Mailloux, Steven (2002). “Re-Marking Slave Bodies: Rhetoric as Production and Reception.” Philosophy and Rhetoric 35: 96-119.
  • Myers, Philip N. ve Frank A. Biocca (1992). “The Elastic Body Image: The Effect of Television Advertising and Programming on Body Image Distortions in Young Women.” Journal of Communication 42: 108-133.
  • Ortner, Sherry (1974). “Is Female to Male as Nature is to Culture?.” Women, Culture and Society. Michelle Zimbalist Rosaldo ve Louise Lamphere (der.) içinde. Stanford: Stanford University Press. 67-87.
  • Paglia, Camille (2004). Cinsel Kimlikler: “Nefertiti’den Emily Dickinson’a Sanat ve Dekadans”. Çev.,Didem Atay ve Anahid Hazaryan. Ankara: Epos.
  • Pierce, Kate (1990). “A Feminist Theoretical Perspective on the Socialization of Teenage Girls Through Seventeen Magazines.” Sex Role: A Journal of Research 23: 491- 500.
  • Pringle, Rosemary (1992). Women and Consumer Capitalism; “Defining Women; Social Institution and Gender Divisions.” London: Polity Press.
  • Reichert, Tom (2004). Reklamcılığın Erotik Tarihi. Çev., Lidya Yazmacıyan ve Vahit Bora. İstanbul: Güncel.
  • Ritson, Mark ve Richard Elliot (1999). “The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences.” Journal of Consumer Research 26 (3): 260-77.
  • Schlenker, J. A., vd. (1998). “A Feminist Analysis of Seventeen Magazine: Content Analysis From 1945 to 1995.” Sex Roles: A Journal of Research 38: 135-148.
  • Scott, Linda M. (1994) “Images in Advertising: The Need for Theory of Visual Rhetoric.” Journal of Consumer Research 21: 252-73.
  • Selzer, Jack ve Sharon Crowley (1999). Rhetorical Bodies: Toward a Material Rhetoric. Madison: U of Wisconsin.
  • Stern, Barbara ve Morris B. Holbrook (1994). “Gender and Genre in the Interpretation of Advertising Text.” Gender Issues and Consumer Behavior. Janeen Arnold Costa (der.) içinde. California: Sage. 11-41.
  • Sullivan, Gary L. ve P. J. O’Connor (1988). “Women’s portrayals in magazine advertising: 1958-1983.” Sex Roles: A Journal of Research 18 (3/4): 181-188.
  • Tavşancıl, Ezel ve A. Esra Aslan (2001). İçerik Analizi ve Uygulama Yöntemleri. İstanbul: Epsilon.
  • Tiggemann, Marika (2000). “Role of Television in Adolescent Women’s Body Dissatisfaction Drive For Thinness.” International Journal of Eating Disorders 20: 199-203
  • Turner, Bryan (1996). The Body and Society. London: Sage.
  • Vänskä, Annamari (2005). “Why Are There No Lesbian Advertisements?” Feminist Theory 6: 67-79.
  • Williamson, Judith (2000). Reklamların Dili; “Reklamlarda Anlam ve İdeoloji”. Çev., Ahmet Fethi. İstanbul: Ütopya.
  • Wilson, Elizabeth (1990). “These New Components of The Spectacle: Fashion and Postmodernism.” Postmodernism and Society. Roy Boyne ve Ali Rattani (der.) içinde. Londra: Macmillan. 209-237.
  • Wolf, Naomi (1991). The Beauty Myth: How Images of Beauty are Used Against Women. New York: Doubleday.
  • Yengin, Hülya (1996). Medyanın Dili. İstanbul: Der.
  • Zinkan, George (1995). “Self-Concept and Advertising Effectiveness.” Psychology and Marketing 12: 153-178.

Reklamcılıkta Retorik Bir Unsur Olarak Kadın Bedeni Temsilleri

Yıl 2010, Cilt: 13 (1) Sayı: 25, 103 - 133, 01.06.2010

Öz

Bu çalışma, cinsel retorik kullanımının bir parçası olarak reklamcıların ideal kadın bedeni temsili tercihlerini dergi reklamları üzerinden incelemektedir. Başlangıç olarak dört adet farklı dergiden toplam 379 farklı reklam, kadın bedeninin reklamlarda klişe kullanım kategorilerini ortaya çıkarabilmek amacıyla bir içerik analizine tabi tutulmuştur. Bunun devamında içerik analizi tarafından belirlenen 21 kategoriyi temsil ettiği düşünülen reklam ilanları yargısal olarak seçilmiş ve bunların üzerinde göstergebilimsel analizler gerçekleştirilmiştir. Araştırma bulguları, çağdaş reklamcılık imajlarının ideal kadın bedeni hakkındaki ‘seksi’ beden idealini güçlendirdiğini, kadın bedenine ilişkin gerçekçi olmayan ölçütleri ve kadın bedenine ilişkin şiddeti içerdiği sonucuna varılmıştır

Kaynakça

  • Aristotales (2000). Retorik. Çev., Mehmet H. Doğan. İstanbul: Yapı Kredi.
  • Barthes, Ronald (1999). The Old Rhetoric in The Semiotic Challenge. Çev., Richard Howard. New York: Hill&Wang.
  • Best, Steven ve Douglas Kellner (1991). Postmodern Theory: Critical Interrogations. Londra ve New York: MacMillan ve Guilford Press.
  • Blood, Sylvia K. (2005). Body Work The Social Construction of Women’s Body Image. London: Routledge.
  • Bullough, Vern L. (2001). “Body Talk: Rhetoric, Technology, Reproduction.” Technology and Culture 42(1): 199-200.
  • Butler, Judith (1998). ‘Afterword.’ Butch/Femme: Inside Lesbian Gender. Sally R. Munt (der.) içinde. London and Washington: Cassell. 225–230.
  • Carter, Shima (2008). “A Pragmatic Approach to Women’s Rhetoric” Pedagogy 8(2): 383-389.
  • Corbett, Edward (1990). Classical Rhetoric for Modern Student. New York: Oxford University Press.
  • Courtney, Alice E. ve Sarah Wernick Lockeretz (1971). “A Women’s Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements.” Journal of Marketing Research 8: 92-95.
  • Courtney, Alice E. ve Thomas W. Whipple (1983). Sex Stereotyping in Advertising. Lexington: Lexington Books.
  • Danisch, Robert (2006). “Power and the Celebration of the Self: Michel Foucault’s Epideictic Rhetoric.” Southern Communication Journal 71(3): 291-307.
  • De Beauvoir, Simone (1974). Kadın: “Genç Kızlık Çağı”. Çev., Bertan Onaran. I. Cilt. İstanbul: Payel.
  • Deleuze, Gilles ve Félix Guattari (1987). A Thousand Plateaus. Minneapolis: University of Minnesota Press.
  • D’Emilio, John ve Estelle Freedman (1997). Intimate Matters: “A History of Sexuality in America”. Chicago: University of Chicago Press.
  • Dow, Bonnie J. (1997). “Feminism, Cultural Studies, and Rhetorical Studies.” Quarterly Journal of Speech 83: 90-106.
  • Featherstone, M. (1996). Postmodernizm ve Tüketim Kültürü. Çev., Mehmet Küçük. İstanbul: Ayrıntı.
  • Fischer, Eileen ve Stephen J. Arnold (1994). “Sex, Gender Identity, Gender Role Attitudes and Consumer Behavior” Psychology and Marketing 11(2): 163-182.
  • Foucault, Michel (1978). Method. In The History of Sexuality: An Introduction. Birinci Cilt. New York: Vintage Books. 92-102.
  • Fuller, Linda K. (der.) (2009). Sport, Rhetoric and Gender: Historical Perspectives and Media Representations. New York: Palgrave Macmillan.
  • Harvey, David (1999). Postmodernliğin Durumu. Çev., Sungur Savran. İstanbul: Metis.
  • Heinberg, J. Leslie ve J. Kevin Thompson (1995). “Body Image and Televised Images of Thinness and Attactiveness: A Controlled Laboratory Investigation.” Journal of Social and Clinical Psychology 20: 289-323.
  • Hogg, M. Margaret ve Jade Garrow (2003). “Gender Identity and the Consumption of Advertising.” An International Journal of Marketing 6(3): 160-174.
  • Işık, Emre (1998). Beden ve Toplum Kuramı. İstanbul: Bağlam.
  • Jameson, Fredric (1994). Postmodernizm: “Ya da Geç Kapitalizmin Mantığı”. Çev., Nuri Plümer. İstanbul: Yapı Kredi.
  • Jhally, Sut (1987). The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society. London: Frances Pinter.
  • Jordan, John W. (2004). “The Rhetorical Limits of the ‘Plastic Body.’” Quarterly Journal of Speech 90: 327-58.
  • Kang, Mee-Eun (1997). “The Portrayal of Women’s Images in Magazine Advertisements: Goffman’s Gender Analysis Revisited.” Sex Roles: A Journal of Research 37: 979-997.
  • Krassas, Nicole R., vd. (2001). “Boxing Helena and Corseting Eunice: Sexual Rhetoric in Cosmopolitan and Playboy Magazines.” Sex Roles: A Journal of Research 48: 842-61.
  • Lafky, Sue, vd. (1996). "Looking Through Gendered Lenses: Female Stereotyping in Advertisements and Gender Role Expectations." Journalism and Mass Communication Quarterly 73(2): 379-88.
  • Lerner, R. M., J. B. Orlos, J. R. Knapp (1976). “Physical Attractiveness, Physical Effectiveness, and Self-Concept in Late Adolescence.” Adolescence 11: 313-326.
  • Lloyd, Genevieve (1996). Erkek Akıl: Batı Felsefesinde ‘Erkek’ ve ‘Kadın’. Çev., Muttalip Özcan. İstanbul: Ayrıntı.
  • Lukas, Scott A. “Genderads Project: “Ads, Education, Activism”. www.genderads.com. Erişim: 23 Mart 2006.
  • Mailloux, Steven (2002). “Re-Marking Slave Bodies: Rhetoric as Production and Reception.” Philosophy and Rhetoric 35: 96-119.
  • Myers, Philip N. ve Frank A. Biocca (1992). “The Elastic Body Image: The Effect of Television Advertising and Programming on Body Image Distortions in Young Women.” Journal of Communication 42: 108-133.
  • Ortner, Sherry (1974). “Is Female to Male as Nature is to Culture?.” Women, Culture and Society. Michelle Zimbalist Rosaldo ve Louise Lamphere (der.) içinde. Stanford: Stanford University Press. 67-87.
  • Paglia, Camille (2004). Cinsel Kimlikler: “Nefertiti’den Emily Dickinson’a Sanat ve Dekadans”. Çev.,Didem Atay ve Anahid Hazaryan. Ankara: Epos.
  • Pierce, Kate (1990). “A Feminist Theoretical Perspective on the Socialization of Teenage Girls Through Seventeen Magazines.” Sex Role: A Journal of Research 23: 491- 500.
  • Pringle, Rosemary (1992). Women and Consumer Capitalism; “Defining Women; Social Institution and Gender Divisions.” London: Polity Press.
  • Reichert, Tom (2004). Reklamcılığın Erotik Tarihi. Çev., Lidya Yazmacıyan ve Vahit Bora. İstanbul: Güncel.
  • Ritson, Mark ve Richard Elliot (1999). “The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences.” Journal of Consumer Research 26 (3): 260-77.
  • Schlenker, J. A., vd. (1998). “A Feminist Analysis of Seventeen Magazine: Content Analysis From 1945 to 1995.” Sex Roles: A Journal of Research 38: 135-148.
  • Scott, Linda M. (1994) “Images in Advertising: The Need for Theory of Visual Rhetoric.” Journal of Consumer Research 21: 252-73.
  • Selzer, Jack ve Sharon Crowley (1999). Rhetorical Bodies: Toward a Material Rhetoric. Madison: U of Wisconsin.
  • Stern, Barbara ve Morris B. Holbrook (1994). “Gender and Genre in the Interpretation of Advertising Text.” Gender Issues and Consumer Behavior. Janeen Arnold Costa (der.) içinde. California: Sage. 11-41.
  • Sullivan, Gary L. ve P. J. O’Connor (1988). “Women’s portrayals in magazine advertising: 1958-1983.” Sex Roles: A Journal of Research 18 (3/4): 181-188.
  • Tavşancıl, Ezel ve A. Esra Aslan (2001). İçerik Analizi ve Uygulama Yöntemleri. İstanbul: Epsilon.
  • Tiggemann, Marika (2000). “Role of Television in Adolescent Women’s Body Dissatisfaction Drive For Thinness.” International Journal of Eating Disorders 20: 199-203
  • Turner, Bryan (1996). The Body and Society. London: Sage.
  • Vänskä, Annamari (2005). “Why Are There No Lesbian Advertisements?” Feminist Theory 6: 67-79.
  • Williamson, Judith (2000). Reklamların Dili; “Reklamlarda Anlam ve İdeoloji”. Çev., Ahmet Fethi. İstanbul: Ütopya.
  • Wilson, Elizabeth (1990). “These New Components of The Spectacle: Fashion and Postmodernism.” Postmodernism and Society. Roy Boyne ve Ali Rattani (der.) içinde. Londra: Macmillan. 209-237.
  • Wolf, Naomi (1991). The Beauty Myth: How Images of Beauty are Used Against Women. New York: Doubleday.
  • Yengin, Hülya (1996). Medyanın Dili. İstanbul: Der.
  • Zinkan, George (1995). “Self-Concept and Advertising Effectiveness.” Psychology and Marketing 12: 153-178.
Toplam 54 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları, Radyo-Televizyon, Kültürel çalışmalar
Bölüm Araştırma Makalesi
Yazarlar

Uğur Batı Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2010
Yayımlandığı Sayı Yıl 2010 Cilt: 13 (1) Sayı: 25

Kaynak Göster

APA Batı, U. (2010). Reklamcılıkta Retorik Bir Unsur Olarak Kadın Bedeni Temsilleri. Kültür Ve İletişim, 13 (1)(25), 103-133.