Advertising and the Women's Movement

Aphrodite avoids Ainu and attention is paid to her breast and genital area where she is about to conceal, at ironic thing at Venus de Medici in nude pudding posture (Fig. 1). If it is not an opponent of Pudika's contrast, the opposite of men poses as shown and it is easy to try to conceal her anatomy in vain. A naked man standing in an upright posture with confidence, his head lifted, the penis proudly exposed. In ancient Greece, male penis was a symbol of his strength, intelligence, and authority, Latin Puddika, "pudendus" meaning female genitalia and shame.

Promoted by feminist movement and the evolution of women's role in society, women's depictions in advertising have gained considerable academic attention. Early investigation revealed the spread of traditional depiction such as housewives, women who depend on men's protection, depictions of sexual objectivity. Decline in women's stereotypes is reasonable given the contemporary social structure that defines multiple sexual roles, but the facts do not seem to be the case: even if the fixed idea of ​​a woman explicitly states it, I have different types and patterns from years ago.

Beginning in the early 1970s, with a high level awareness of women's movement, researchers started to test the role of women in advertising with empirical evidence. The first stage of the study focused on content analysis and showed that the number of roles that female models can play in print advertisements is limited (Courtney and Lockeretz, 1971; Belkaoui and Belkaoui; 1976). Subsequent studies have focused on factors such as education, age, consistency with principles of women's movement, these factors are related to individual differences in recognition, and consequently the most common women in advertisement It is thought that it affects preference and explains it. Role (eg, Lundstrom and Sciglimpaglia of 1977, Cull of 1977, Marx and Hanson)

Modeling the role of women in print advertising: talking about women's opinions and preferences

Many research on women's advertising has analyzed the impact of television commercials, magazines, stereotype role, and content analysis. These are stimulated by women's movement attention. In most cases, these analyzes relate to "image studies" and calculate the number and quality of women depicted in advertisements (Sexton et al., 1974; Courtney et al., 1971; Belkaoui et al ., 1976). Although there are small differences over time, the results of these studies indicate a stereotype that feminist critics are considered uncomfortable and unacceptable (Sandikci, 1998). As stated earlier, these stereotypes are based on women's "traditional" wishes such as the limited social role that women describe, the underrepresentation of women in business, the expression of women who rely on men, "happy housewives" It is about role. Stay her in her position and sexual subject (Courtney et al., 1983)