KADININ TV VE DERGİ REKLAMLARINDAKİ YERİ VE KADIN İMGELERİ

Yıl 1996, , 13 - 19, 10.01.1996

Sahavet Gürdal

https://doi.org/10.14783/maruoneri.710429

Öz

Importance of the Role sex in advertising has become
an interesting subeject far Researchers Since early 1070’s
Researchers expressed conceru about the Roles portrayed by
women in adv. The Role of vomen in advertisements should be
deflned sensitively in each culture. In literatüre generally
authors State that advertising simpiy mirror what is already
preseni in the minds of the individuals in soviety.
The main objective of this study is to evaluated the
sex Role. The data has been gathered from the prints and TV
adv. and evaluated vjith content analysis.
The Results indicate that the Role portrayed by
women is changing according to the characteristics of the
target market and culture dijferences. We traditional Roles like
housemfe, mother ete. are dominant.

Anahtar Kelimeler

Kadın, Televizyon, Dergi, Reklam

Kaynakça

• [1] - Belkaoui, A.and.Belkaoui J.M.(1976). “A Comparative Analysis of The Roles Portrayed by Women in Print Advertisement: 1958, 1970, 1972”, Journal ofMarketing Research V. 13.May. s. 168- 172
• [2] -Courtney, A.E. and Locates, S.W.(1971): “ A Woman’s place: An analysis of The Roles Played by Women in Magazine Advertisements”-Joumal of Marketing Research. V.8, February, s. 93-95
• [3] -Ford. J.B., La Tour.M.S. and Lundstrom, W.J.(1991): “Contemporaıy Women’s Evaluation of Fermale Role Portrayals in Advertismg”, Journal of Consumer Marketing. V.8, N.l, s.75-85
• [4] - Ford.B.J.: La Tour, M.S.: Honeycutt, eared.; Voli, P.K.; Joseph, M.(1993): “Comparison of American and Japanese Consumer Perceptions of Role Portrayals in Advertismg”, World Marketing
• [5]- Gilly, M.C. (1988), “Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico and The United States” Journal ofMarketing. V.52, April s.75-76
• [6J- Gürdal, S; Mengtlç, B.; Uslu. A.(1991): “Reklam Filmlerinde Rolalan Çocuklara İlişkin Bir Araştırma”, M.Ü.K.Î.A.U.M, İnsan Kaynağı Olarak Çocuklarımız, Seminer, Eylül.
• [7]- Gürdal, S.(3 990): “hnportance of Sex Role in Advertising”, M.Ü. l.I.B.F. Mayıs. İstanbul
• [8j- Haluk Sicimoğlu (1993): “Geleceğin Kadını” Kadınlar, Liderlik, Yöneticilik Sempozyumu, İstanbul Mülkiyeliler Vakfı-M.Ü. Kadm İşgücü Araştırma ve Uygulama Merkezi, İstanbul
• [9j- Kerin, Roger A., Lunstrom WJ., Sciglimpalia, Donald (1977); “Women in Advertisements: Reprospect and Prospeet”, Journal ofMarketing. July, s.72-79
• [10]-La Toıır, M.S., (1990); “Female Nudity in Print Advertising: An Analysis of Gender Differences in Arousal and Ad Response”, V.7(l), Spring s.65-81
• [11] -Lysonki, S.(1987): Role Portrayals in British Magazine Advertisements” European Journal of Marketing, May, s.37-55
• [12] -Medya, (Ağustos 1989)
• [13] - Posold, P.W.(1990): “Role Stereotypes in Television Advertisements”, World Marketing Congress, Proceedings of Acedemy ofMarketing Science, May, New Orleans
• [14] - Pollay, R.W.(1986): “The Distorted Mirror: Reflection on The Unintendid Conequances of Advertising” Journal ofMarketing. V. 50. s. 18-38
• [15] - Sandage. C.H., Friyburger, V.(1990) “The Role of Advertising”. 3 ed. Homewood, Richard D.Invin, USA
• [16] - Wee, Chow-Hou, Choong.Mei-Lan and Tambyah, Siok-Kuan(1995): “Sex Role Portrayal in Television Advertising: A Comparative Study of Singapore and Malasia”, International Marketing Reviev. V.el2, November, s.49-64