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- Title
Feminizm ve Görsel Tasarım: Birinci Kuşak Feminizm Dönemindeki Kozmetik Reklamlarında Kadın İmgelerinin Dönüşümü.
- Authors
Özden, Eda Er; Özden, Zafer
- Abstract
Feminist movement has affected people and society in a profound way through its impacts on the socio-economic-politic and cultural areas, and it has been one of the major forces for social change. It has also created changes both on the material conditions of women and the cultural life of society with a focus on women's representation in cultural products, including advertisements. Advertisements are one of the most debated topics by the feminists as they reflect the dominant and changing ideas of women in society. Due to the representation of women in advertisements and the effect of feminism on the transformation of these images we confront a main problem: the socio-economic-political and cultural struggles of women cannot be separated from the social reality of a given period. The images of women in advertisements change both visually and textually in decades, depending on these social conditions. Therefore, it would be a working method to use the waves of feminist movement for historical periodization, and to analyze the representations of women regarding the social conditions in this period. Each feminist wave had peculiar effects on social conditions and visual representations of women with different theoretical and practical concerns, stemming from ever changing conditions of society. The first wave of feminism has a particular historical importance as it presents the main concerns in the struggle against patriarchy from the late 1800s to the 1960s. The goal of this study is to evaluate the impact of the first wave of feminism on advertising industry, and to make a qualitative analysis of the advertisements in the given period, discussing the text and visual design of the cosmetic advertisements from a feminist perspective. In this analysis, the choice of sample advertisements will be guided by the content and the periodization of the study, and cosmetic advertisements showing modern women representations against sexual labor division and capitalist/patriarchal expectations will be taken into consideration. It has been noticed that new women representations emerged in cosmetic advertisements as a result of the changes in the role of women in the social structure.
- Publication
Journal of Akdeniz University Faculty of Communication / Akdeniz Iletişim, 2018, Issue 30, p142
- ISSN
1304-3846
- Publication type
Article
- DOI
10.31123/akil.465945