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Reklam, bir ürün ya da hizmetin hoşa giden yönlerini tanıtarak kişilerde yeni ihtiyaçlar, değerler ve yaşam tarzları yaratmayı amaçlar. Bunu yaparken de imge ve göstergeler ile kültürel ve toplumsal ön kabullerden faydalanır. Bir söylem olarak reklamda konumlandırma üründen ve kültürden bağımsız bir şekilde yapılmaz. Çünkü insan, reklam mesajları da dahil her şeyi kültürel ve toplumsal çağrışımlarına göre anlamlandırır fakat bu anlamlandırma sabit değildir, zamanla değişir. Medya erkek ve kadına yönelik tüketim kalıplarını ve yaşam tarzlarını çeşitli araçlarla yeniden kurar. Reklamlar toplumsal cinsiyete dair geleneksel değer ve yerleşik düşünceler ile toplumsal stereotipleri tekrar eder. Anneler günü ile babalar günü için hazırlanan reklamların söylemleri arasında başta reklamı yapılan ürünler olmak üzere çeşitli farklılıklar dikkati çeker. Anneler gününde daha çok kadınların geleneksel rollerini ve toplumsal konumlandırılmalarını vurgulayan beyaz eşya ya da küçük ev aletleri gibi ürünlerin reklamları öne çıkarken babalar gününde arabadan kravata daha çok doğrudan erkeğin kullanacağı ürünlerin reklamları yapılır. Bu reklamlar ile kadın ve erkeğe biçilmiş toplumsal cinsiyet rollerini yansıtan söylemler yeniden inşa edilir. Bu çalışma, Anneler Günü ve Babalar Gününe özel olarak hazırlanan ve bu günlerin hemen öncesinde Türk televizyon kanallarında 2018 yılında yayınlanan TV reklamlarındaki toplumsal cinsiyet inşasını göstergebilimsel yöntemden hareketle çözümlemeyi amaçlamaktadır. Reklamların analizi toplumda anne ve babaya atfedilen toplumsal cinsiyet rollerinin anneler günü ve babalar günü reklamlarında tekrarlandığını, söz konusu rollerin reklamlar aracılığıyla yeniden kurulduğunu ortaya koymuştur.
Advertising is intended to create new needs, values and lifestyle in people by introducing the favourable aspects of a product or service. In doing so, they also benefit from images and indicators and cultural and social pre-acceptance. In a statement, the positioning in advertising is not done independently of the product and culture. For man understands everything, including advertising messages, according to his cultural and social calls, but this understanding is not stable, it changes over time. The media rebuild the consumption patterns and lifestyle for men and women with various tools. Advertisements repeat the traditional values of social gender and the social stereotypes with built-in thoughts. Between the words of the advertisements prepared for Mother's Day and the words of the advertisements prepared for the Mother's Day, there are various differences, including the products promoted in the first place. In the Mother's Day, more women emphasize their traditional roles and social positioning, while advertisements of products such as white items or small household tools are highlighted, while in the Mother's Day, more directly from car to cravate are advertised the products that men will use. These ads rebuild the statements that reflect the social roles of gender for women and men. This study aims to actively address the social gender building in the TV ads published in 2018 on the Turkish television channels, prepared specifically for Mother's Day and Father's Day. The analysis of advertisements revealed that the social gender roles attributed to the mother and father in society are repeated in the Mother's Day and Father's Day advertisements, and that those roles are re-established through advertisements.
An advertisement aims to create new necessity, values and life style, tries to show the aspects of a person, product or service which will please the indiviuals. While doing this, it benefits from images, indications and also cultural and social pre-acceptance. As a discourse, positioning in advertising is not done independently of product and culture. Because human makes sense of everything including advertisement messages according to social association; however this sense-making is not fixed and changes over time. Media reconstructs consumption patterns and life styles aimed at female and male through various tools. Advertisements repeats social stereotypes via traditional values and settled ideas related to gender. Among the discourses of the advertisements prepared for Mother’s Day and Father’s Day, there are various differences, especially advertised products. On the Mother’s Day, the advertisements of the products such as white goods and small home appliances which are directed their traditional roles and emphasizes social positions; on the other hand, on the Father’s Day, the products from car to tie which are used by men directly are advertized. Through these advertisements, discourses which reflect gender’s roles are reconstructed. This study aims to analysis gender construction in TV advertisements which were prepared for Mother’s Day and Father’s Day and were featured on TV channels before these days for the year of 2018 through semiotic analysis. In the study, a general evaluation of the reflections of gender construction in advertisements was made and the advertisements were examined around repeated common themes about motherhood and fatherhood. With the classification of the advertisements under common themes, in Mother's Day advertisements “Mother gives confidence”, “Mother is compassionate”, “Mother is sacrifice” themes; in Father's Day advertisements, the themes of “Father is related but authoritarian”, “Father is strong, he does not show his feelings” and “Father is sacrifice” themes emerged. Looking at the advertisements examined in the study, it is seen that the gender roles attributed to men and women in society are repeated. In advertisements, the mother (woman) is described as loving, reassuring, self-sacrificing and compassionate; father (man) is a person who does not show his emotionality, is strong and provides a living for the house. While in the advertisements examined, there is no emphasis on the business life of the mother in the advertisements of the Mother's Day, while in the Father's Day advertisements, the father is seen as the employee. The analysis of the advertisements revealed that the gender roles attributed to the mother and father in the society are repeated in the advertisements of mother's day and father's day, and that these roles are re-established through the advertisements.
Alan : Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Dergi Türü : Uluslararası
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