Abstract:

This study focuses on the topic of the narrative construction of masculinity in advertising. In this context, Dominos Pizza’s 12 advertising films, which include the animated speaking male character called the Dominos Bear, intend to reveal the narrative structure of masculinity through critical speech analysis. His studies of masculinity, especially after the 1980s with the concept of hegemonic masculanity, recognized masculinity as a spelling form of construction. But social transformations have revealed the idea that mankind should be drawn out of a hegemonic framework and directed towards the concept of caring masculanities, which is concerned by a normative approach. In terms of research focused on the topic of advertising and masculinity, these two concepts have been seen as important tools. In this study, it is also intended to reveal how much weight the hegemonic and important concepts of masculinity carry in the dictatorship of masculinity in advertising. The results of the analysis have found that in advertisements, masculinity is positioned in the form of a man as an emotional and authority figure, in accordance with the concept of hegemonic masculinity. The important masculin approach has not found a place in the construction of the masculinity created through the advertising character.

Abstract:

This study concentrates on discursive construction of masculinity in advertisements. In this context, it was aimed to reveal the discursive construction of masculinity through critical discourse analysis in 12 advertisements of Domino's Pizza, in which the talking animated male character named Domino's Bear appears. Masculinity studies have accepted the masculinity as a form of discursive construction with the concept of hegemonic masculinity, especially after the 1980s. However, social transformations have brought forward the idea that masculinity should be taken out of a hegemonic framework and movedtowards the concept of caring masculinities with a normative approach. Studies that focus on advertisement and masculinity have accepted these two concepts as important tools. In this study, it was aimed to reveal, to what extent the concepts of hegemonic and caring masculinity play a role in the discursive construction of masculinity. As a result of the analysis, ithas been concluded that masculinity is positioned as emotionless and an authority figure in advertisements in accordance with the concept of hegemonic masculinity. It has been seen that the caring masculinity approach does not find a place in the construction of masculinity which is created through the character.

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