Feminine Body Portrayal Preferences in Advertising as a Component of Rhetoric

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

Uğur Batı

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

Anahtar Kelimeler

Advertisements, gender, objectification, content analysis, semiotic analysis

Reklamcılıkta Retorik Bir Unsur Olarak Kadın Bedeni Temsilleri

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

Anahtar Kelimeler

Reklamlar, kadın, nesneleştirme, içerik analizi, göstergebilimsel analiz

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