Özet:

In the history of the feminist movement, every feminist wave has been struggling to improve the position of the woman in the social and public sphere and in the business life. The work of feminist theorists and writers has both provided a foundation for social change and has enabled women to historically explain their social and cultural achievements in every wave. The increasing socio-economic, political and cultural power of the woman has also led to changes in the representation of the woman in the mass media. In this regard, the second wave of feminism has encouraged the inclusion of new and more honest female representatives in the mass media. This study examines how the second wave feminism causes a change in female representations in cosmetic advertisements. In the study, advertisements inspired by feminist theoretical thoughts, concerns and subjects are treated with a visual critical approach, and advertisements showing a new employee who has disappeared from the traditional authentic roles are studied. Advertisements are selected with sample (sample based on drying). The results of the study show that the visual-metal design of the cosmetic advertising of the period is in the second wave of feminism with opinions, concerns and themes related to public sphere, business, working women, marriage, family, equality, genderism and sexuality.

Anahtar Kelimeler:

Özet:

In the history of feminist movement, each feminist wave has struggled to develop the statusof women in social, public and business life. The works of feminist theoreticians and writers both provided a base for social change, and gave an historical account of the social and cultural acquisitions that women had in each wave. The increased socio-economic, political and cultural power of women also led the changes in the representation of women in the media. In this regard, the second wave of feminism encouraged new and fair gender representations in the media, indicating the changing status of women. This study aims to investigate how second wave feminism caused a change in the representation of women in cosmetics advertisements. It takes a visual critical approach to the advertisements which draw inspiration from feminist theoretical ideas, concerns and themes, and analyses advertisements featuring new working women free from traditional essentialist roles. The advertisements were chosen with purposive sampling (theory based sampling) for analysis. The findings of the research shows that the visual-textual design of the cosmetic advertisements of the period coincides with the second wave feminist ideas, concerns and themes on public space, business, working women, marriage, family, equity, sexism, and sexuality.