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Reklamlar toplumsal değerleri yansıtma, yeniden üretme ve şekillendirme gücüne sahiptir. Bu doğrultuda yaşlılığa dair değerlerin de reklamlar aracılığıyla yansıtıldığı, yeniden üretildiği ve şekillendirildiğini ileri sürmek yanlış olmaz. Diğer yandan Türkiye’de reklamlarda yaşlı temsillerine yönelik yapılmış çalışmalar bu temsillerde farklı değişkenlerin belirleyiciliğini ortaya koyma konusunda sınırlı bilgiler sunmaktadır. Bu araştırmanın ana amacı Türkiye’de yaşlı bireylerin reklamlarda nasıl temsil edildiğini ve bu temsillerde cinsiyet rollerinin belirleyici olup olmadığını ortaya koymaktır. Bu amaçla televizyon reklamlarında yer alan 50 yaş ve üzeri bireyler nicel içerik analizi yöntemi ile incelenmiştir. 4 Ocak – 2 Şubat 2021 tarihleri arasında “prime time” olarak adlandırılan saatlerde (20.00-22.59) ulusal televizyon kanallarında en çok izlenen programlar sırasında yayınlanan 2.908 adet reklamda yer alan 468 yaşlı kişi analiz edilmiştir. Veri analizinde frekans ve ki-kare testlerinden yararlanılmıştır. Sonuçlar, her iki cinsiyetin de demografik gerçekliğe kıyasla yetersiz temsil edildiğini ortaya koymuş olsa da yanlış ve yetersiz temsil örneklerine yaşlı kadınlarda daha yüksek oranda rastlanmıştır. Reklamlarda yaşlı kadınlar ağırlıklı olarak evde, büyükanne, ebeveyn veya eş rolünde, aktif olmayan bir şekilde resmedilirlerken; yaşlı erkekler ağırlıklı olarak iş yerinde, aktif, bekar ve önemli rollerde gösterilmişlerdir. Bu bağlamda kalıplaşmış toplumsal cinsiyet rollerine dair dayatmaların reklamlardaki yaşlı temsilleri aracılığıyla yeniden üretildiği sonucuna varılmıştır.
Advertisements have the power to reflect, re-produc and shape social values. In this sense, it is not wrong to assume that the values of aging are also reflected, re-produced and shaped through advertising. On the other hand, in Turkey, studies aimed at older representations in advertisements offer limited information on the determinability of different variables in these representations. The main objective of this study is to reveal how older individuals in Turkey are represented in advertisements and whether gender roles in these representations are determining. For this purpose, individuals over the age of 50 who are included in television ads have been studied by quantum content analysis method. From 4 January to 2 February 2021, 468 elderly people included in 2,908 ads broadcast during the most watched shows on national television channels in the hours called "prime time" (20.00-22.59) were analyzed. The data analysis has been used by frequency and ki-core tests. The findings showed that both gender were inadequately represented compared to the demographic reality, but erroneous and inadequate representation examples were found higher in older women. In advertisements, older women are mainly painted in an inactive way at home, grandmother, parent or spouse, while older men are mainly shown in workplace, active, single and important roles. In this context, it is concluded that the impositions on the modeled social gender roles are re-produced through the old representations in advertisements.
Advertising has the potential to reflect, reproduce and shape social values. Therefore, it would be possible to claim that there are several ways in which advertisements reflect, reproduce and shape the values related to elderliness. On the other hand, existing studies in Turkey on the representations of the elderly in advertisements provide limited information in determining different variables in these representations. In this regard, the primary purpose of this study is to explore how elderly people are represented in advertisements with a particular focus on the role of gender roles in these representations. For this aim, this article applies a quantitative content analysis method by analyzing individuals who are 50-years old and older and appear in television advertisements. The analysis is conducted on 468 elderly people who play in 2.908 ads broadcast in national television channels during the prime-time hour (20.00-22.59) between January 4th and February 2nd, 2021. Frequencies and Chi-Square tests were used in the data analysis. Although the results showed that both genders are inadequately represented, elderly women are represented relatively more inadequately compared to elderly men. Elderly women are mostly depicted as passive individuals at home as grandmothers, parents, or wives while elderly men are often represented as active and single individuals having important roles. At this point, it is concluded that the imposed stereotyped gender roles are reproduced through the representations of elderly people on television advertisements.
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