REFLECTIONS OF CONSUMPTION CULTURE IN ADVERTISEMENTS: A READING ON ELIDOR ADVERTISEMENTS IN TURKEY REFLECTIONS OF CONSUMPTION CULTURE IN ADVERTISEMENT
Article Sidebar
Main Article Content
Abstract
Consumer culture is generally a reflection of mass culture and popular culture. In this sense, it also includes social changes and transformations. Assuming that consumption is not only limited to 'real needs' but also an act that an individual performs to define himself socially and culturally, it is explained what consumer society means today. Attention is drawn to how individuals in consumer society construct and define themselves through symbolic consumption. In this sense, advertisements in the media are discussed as a tool of consumption culture. The symbols and meanings transmitted through cultural products in the media are analyzed through advertisements. Because advertisements undertake the task of transferring meanings and symbols from the cultural environment to products. In this direction, two commercials of the Elidor brand broadcast in Turkey constitute the sample of the study. The texts of these two commercials are analyzed with the critical discourse analysis method. In the analyzed commercials, it is observed that the brand not only tries to attract the attention of consumers but also tries to gain their trust and respect. As a result of the findings, it is revealed that the advertisements are structured within the framework of 'femvertising' with a representation outside the gender stereotypes of consumer culture. It is seen that while advertising texts seem to reject old ideals, they construct new ideals.
Downloads
Metrics
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The main author must deliver the letter of transfer of copyright, according to the model provided by Vivat Academia, Revista de comunicación, which declares the transfer of copyright to the journal and make explicit the rights of authors regarding the dissemination and use of the manuscript once published.
Creative Commons Attribution/Non Commercial 4.0 International
References
Abitbol, A., & Sternadori, M. (2019). Championing Women’s Empowerment as a Catalyst for Purchase Intentions: Testing the Mediating Roles of OPRs and Brand Loyalty in the Context of Femvertising. International Journal of Strategic Communication, 13(1), 22–41. https://doi.org/10.1080/1553118x.2018.1552963
Akestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. https://doi.org/10.1002/mar.21023
Akkaş, İ. (2019). Cinsiyet ve toplumsal cinsiyet kavramları çerçevesinde ortaya çıkan toplumsal cinsiyet ayrımcılığı. Ekev Academic Review, 97-118. http://dx.doi.org/10.17753/Ekev1038
Apak, K. H., & Kasap, F. (2014). Türk televizyonlarındaki gıda reklamlarında kadın ve erkek imgesi üzerine bir inceleme. Journal of International Social Research, 7(34), 814-832. https://bit.ly/3lajDJu
Arslan, E. (2012). Reklam Söyleminin İdeolojik Düzlemde Örnekler Üzerinden Değerlendirilmesi. Culture and Communication Journal, 15(2), 63-98. https://dergipark.org.tr/en/download/article-file/1934817
Ayvaz, S., & Livberber, T. (2019). Reklamlarda toplumsal sınıf: otomobil reklamları üzerinden bir söylem analizi. Erciyes Communication Journal, 6(2), 1141-1164. https://doi.org/10.17680/erciyesiletisim.518553
Batı, U. (2013). Reklamın Dili. Alfa Basım.
Baudrillard, J. (2004). Tüketim toplumu. Ayrıntı.
Beauvoir, de S. (2019). İkinci cinsiyet. Koç University.
Becker-Herby, E. (2016). The rise of femvertising: authentically reaching female consumers. University of Minnesota. https://bit.ly/3LfRzyQ
Bourdieu, P. (1986). The Forms of capital. In: J. Richardson (Ed.), Handbook of theory and Research for the Sociology of Education (pp. 241-258). Greenwood Press.
Butler J. (2009). Topumsal cinsiyet düzenlemeleri. Cogito: Feminizm. Yapı Kredi Kültür Sanat.
Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How brand-cause fit shapes real world advertising messages: a qualitative exploration of ‘femvertising’, International Journal of Advertising, 38(8), 1240-1263. https://doi.org/10.1080/02650487.2019.1615294
Champlin, S., & Sterbenk, Y. (2018). Agencies as agents of change: Considering social responsibility in the advertising curriculum. Journal of Advertising Education, 22(2), 137-43. https://doi.org/10.1177/1098048218807138
Dinç, M. A., & Dinçer, Z. (2019). Yeni medyada temsili anlamlandırmak. The Fourth Power Journal, 2(1), 91-102. https://bit.ly/3Lm7wUp
Direk, Z. (2009). Cinsiyetli Olmak Sosyal Bilimlere Feminist Bakışlar. Yapı Kredi Kültür Sanat.
Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing, 7(3), 593-599. https://core.ac.uk/download/pdf/229163714.pdf
Elmasoğlu, K. (2017). Tüketim kültüründe etkili bir araç olarak reklamın işlevlerine dair genel bir değerlendirme. Abant Journal of Cultural Studies, 2(4), 27-42. https://bit.ly/3ZHtRQj
Foucault, M. (2007). Cinselliğin tarihi. Ayrıntı.
Gill, R. (2016) Post-postfeminism? New feminist visibilities in postfeminist times. Feminist Media Studies, 16(4), 610-630. https://doi.org/10.1080/14680777.2016.1193293
Habermas, J. (2010). Kamusallığın Yapısal Dönüşümü. İletişim.
Horkheimer, M., & Adorno, T. W. (1995). Aydınlanmanın Diyalektiği. Felsefi Fragmanlar.
Hoyt, C. L., & Blascovıch, J. (2007). Leadership Efficacy and Women Leaders’ Responses to Stereotype Activation. Group Processes and Intergroup Relations, 10(4), 595-616. https://doi.org/10.1177/1368430207084718f
Hoyt, C. L. (2005). The Role of Leadership Efficacy and Stereotype Activation in Women’s Identification with Leadership. Journal of Leadership and Organizational Studies, 11(4), 2-14. https://doi.org/10.1177/107179190501100401
İnceoğlu, İ., & Onaylı-Şengül, G. (2018). Bir Femvertising örneği olarak Nike Bizi Böyle Bilin reklam filmine eleştirel bakış. International Journal of Public Relations and Advertising Studies, 1(2), 20-36. https://bit.ly/3ZG2k1Q
Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137-157. https://doi.org/10.1080/13527266.2017.1338611
Koç, E., & Tor-Kadıoğlu, C. (2021). Cinsiyet eşitliği kültürüyle femvertising akımının değerlendirilmesi. Nevşehir Hacı Bektaş Veli University Journal, 11(4), 2273-2284. https://dergipark.org.tr/tr/pub/nevsosbilen/issue/67629/1025248
Lefebvre, H. (1998). Modern Dünyada Gündelik Hayat. Metis.
Lembet, Z. (2006). Markalar ve kurumsal sosyal sorumluluk. HÜSBD, 3(2), 1-24.
Lukács, G. (1971). History and class consciousness (HCC). Merlin.
McCleary, C. M. (2014). A Not-So-Beautiful Campaign: A Feminist Analysis of the Dove Campaign for Real Beauty [Honors Thesis Projects, University of Tennessee]. https://bit.ly/3YCFQ0h
Mengü, Ç. S. (2004). Televizyon reklamlarında kadına yönelik oluşturulan toplumsal kimlik. İ.Ü. Communication Faculty.
Mengü, M. M. (2012). Reklam sloganları ve tüketici zihni. Istanbul University Faculty of Communication Journal, 0(25), 109-121. https://dergipark.org.tr/tr/pub/iuifd/issue/22864/244145
Molinier, P. & Welzer-Lang, D. (2009). Kadınlık, Erkeklik, Erkeksilik. En: Gülnur Acar-Savran (translator). Eleştirel Feminizm Sözlüğü, 236-243.
Odabaşı, Y. (1999). Tüketim Kültürü, Yetinen Toplumun Tüketen Topluma Dönüşümü. Sistem.
Özerkan, A. (2004). Bir toplumsallaştırma aracı olarak, medyanın kadın imajına yaklaşımı. In: Güçhan, A. (Ed.), Kadın çalışmalarında disiplinlerarası buluşma, 21-31. Yeditepe University.
Parreño, J. M., García-Ochoa, Y. C., y Manzano, J. A. (2012). La publicidad actual: retos y oportunidades. Pensar la publicidad, 6(2), 327. https://doi.org/10.5209/rev_PEPU.2012.v6.n2.41219
Pérez, M., & Gutiérrez, M. (2017). Femvertising: Female empowering strategies in recent spanish commercials. Revista de Investigaciones Feministas, 8(2), 337-351. https://doi.org/10.5209/INFE.54867
Polat, H. (2018). Geleneksel medyada temsil sorunu: Alternatif bir mecra olarak yeni medya. Karadeniz International Scientific Journal, 38, 45-60. https://doi.org/10.17498/kdeniz.383516
Ritzer, G. (2016). Büyüsü bozulmuş dünyayı büyülemek. Ayrıntı.
Roof, J. (2007). Gender roles. Encyclopedia of Sex and Gender, 2, 616-622.
Russell, T., & Lane R. W. (2001). Kleppner’s Advertising Procedure. Prentice-Hall.
Sayılgan E., & Yılmaz E. (2004). Yazılı basında kadınlara yönelik bilgilendirici haberler ve medyanın sosyal sorumluluğu. In: Güçhan, A. (Ed.). Kadın çalışmalarında disiplinlerarası buluşma, 51-59. Yeditepe University.
Sheehan, K., & Morrison, D. (2018). Advertising leadership and climate change: the efficacy of industry professionals to address climate issues. Advertising & Society Quarterly, 19(1), 1-51. https://doi.org/10.1353/asr.2018.0009
Simmel, G. (1971). On Individuality and Social Forms. University of Chicago Press.
Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2022). Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality. J Bus Ethics, 177, 491-505. https://doi.org/10.1007/s10551-021-04755-x
Tosun, N. B. (2004). Reklam Ortamı Olarak Medyada Kadın İmajı. In: Güçhan, A. (Ed.), Kadın çalışmalarında disiplinlerarası buluşma, 125-135. Yeditepe University.
Um, N. (2021). Antecedents and consequences of attitude toward femvertising. The Journal of the Korea Contents Association, 21(1), 66-74. https://doi.org/10.5392/JKCA.2021.21.01.066
van Dijk, T. A. (1991). Racism and the press. Routledge.
Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441-459. https://doi.org/10.1080/14680777.2020.1825510
Yalçınoğlu, N., & Önal, A. E. (2014). Eşcinsel ve biseksüel erkeklerin içselleştirilmiş homofobi düzeyi ve sağlık üzerine etkileri. Turk J Public Health, 12(2), 100-112. https://doi.org/10.20518/thsd.51979
Yıldız, S. (2022). Duyarlılık mı? Duyar kasma mı? Marka aktivizmine yönelik tepkilerin kullanıcı içerikleri üzerinden değerlendirilmesi. Etkileşim Journal, 10, 156-185. https://doi.org/10.32739/etkilesim.2022.5.10.174
Zayer, L., & Coleman, C. A. (2015). Advertising professionals’ perceptions of the impact of gender portrayals on men and women: a question of ethics? Journal of Advertising, 44(3), 1-12. https://doi.org/10.1080/00913367.2014.975878
Zeisler, A. (2016). We were feminists once: from riot Grrl to CoverGirl, the buying & selling of a political movement. Public Affairs. https://bit.ly/3YFBPbq