Abstract
Bu çalışmanın amacı Türkiye’de yayınlanan televizyon reklamlarında dış sesin cinsiyetine dair tercihlerle, toplumsal cinsiyet yaklaşımı arasındaki bağıntıyı ortaya koymaktadır. Çalışmada analiz birimi olarak televizyon reklamlarının seçilmesinin nedeni, diğer iletişim ürünleri gibi içerisinde toplumsal kabullere ilişkin mesajlar barındırması, bu sebeple toplumsal cinsiyet çalışmaları bakımından önemli bir alan olmasıdır. Türkiye’deki çalışmalara bakıldığında reklam ve toplumsal cinsiyete odaklanan çalışmaların yoğun olduğu görülmektedir. Ne var ki reklamlarda dış ses kullanımında cinsiyet tercihleri, uluslararası alanda önemli sayıda çalışmaya konu olsa da, Türkiye’de temel araştırma konusu olarak ele alınmamıştır. Bu çalışmada reklamlarda kullanılan dış sesin cinsiyetinin dağılımı üzerine bir analiz gerçekleştirilmiştir. Çalışmada farklı kuşaklarda yer alan toplam 79 reklam, içerik analizi tekniği ile üç kategoride çözümlenmiştir. Reklamlarda dış ses kullanımında cinsiyetin genel dağılımı, farklı ürün kategorisi reklamlarında dış ses kullanımı ve kadınların reklamlarda görünürlüğü ile dış ses kullanımı arasındaki ilişki çalışmanın temel analiz kategorileri olarak belirlenmiştir. Sonuçta dış ses kullanımında uluslararası çalışmalara benzer biçimde ülkemizde de dış ses kullanımında erkek sesinin ağırlıkta olduğu saptanmıştır. Özellikle yüksek teknoloji ürünleri, bankacılık ve zincir market gibi sektör reklamlarında kadın dış ses kullanımının görülmediği bulunmuştur. Kadınlara reklam içerisinde ana karakter olarak erkeklerden daha fazla yer verildiğine dair bir veri elde edilmiştir.
Keywords
Supporting Institution
Bulunmamaktadır.
References
- BAGWELL, By Kyle, and Garey Ramey. 2020. “Coordination Economies, Advertising and and search Behaviour in Retail Markets", The American Economic Review ,84(3), p. 498-517
- BAL, Sevil. (2014). “Reklamların Eskimeyen Yüzü ‘Muhteşem Annelik’: Anneler Günü Reklamları Örneği”, İlef Dergisi, 1(2), s.59–85.
- BATI, Uğur. (2010). "Reklamcılıkta Retorik Bir Unsur Olarak Kadın Bedeni Temsilleri", Kültür ve İletişim, 13(1), s.103–34.
- CAROLE, Pateman (1993). Kardeşler Arası Toplumsal Sözleşme, (Editör) John Keane, (Çev. Aksu Bora), Sivil Toplum ve Devlet Avrupa’da Yeni Yaklaşımlar, İstanbul: Ayrıntı. p 119-146.
- CİARLO, David (2011). Race and Visual Culture in Imperial Germany- Advertising Empire, London: Harward University Press.
- COOK, Guy (2001). The Discourse of Advertising, London and New York: Routledge.
- CORTESE, Anthony J (2005). Provocateur Images Of Women and Miniroties in Advertising, New York ve Oxford: Rowman and Little Field.
- CRONİN, Anna (2005). Advertising and Consumeer Citizenship, London and New York: Routledge.
- DANESİ, Marcel (2015). Advertising Discourse, (Editörler), Karen Tracy, Cornelia Ilie, Todd Sandel. The International Encyclopedia of Language and Social Interaction, London: John Waley Sons, p. 1–10.
- FERRANTE, Carol L., Andrew M. Haynes, and Sarah M. Kingsley. (1988). “Image of Women in Television Advertising.”, Journal of Broadcasting & Electronic Media, 32(2), p. 231–37.
- GİLL, Rosalind. (2008). “Empowerment/Sexism: Figuring Female Sexual Agency in Contemporary Advertising.”, Feminism and Psychology, 18(1), p. 35–60.
- GİLLİAN, Dyer (1982). Advertising As Communication, London: Methuen.
- GOFFMAN, Erving (1987). Gender Advertisements, New York: Harper Torcbooks.
- KOLMAN, Petra, and Ana Tkalac Verčič. (2012). “Consumers’ Opinions on Gender Stereotyping in Advertising.”, Ekonomska Istrazivanja, 9664(2), p.117–126.
- LUNDSTROM, William J., and Donald Sciglimpaglia. (1977). “Sex Role Portrayals in Advertising.” Journal of Marketing, 41(3), p.72-84.
- LYTHS, Peter. (2009). "Think of Her as Your Mother." The Journal of Transport History, 30(1), p. 1–21.
- MATTHES, Jörg, and Michael Prieler. (2020). “Nudity of Male and Female Characters in Television Advertising Across 13 Countries.”, Journalism and Mass Communication Quarterly, 20 (5), p. 1-22.
- MİLNER, Laura M., and James M. Collins. (2000). “Sex-Role Portrayals and the Gender of Nations.”, Journal of Advertising, 29(1), p. 67–79.
- MİLNER, Laura M., and Bronwyn Higgs. (2004). “Gender Sex-Role Portrayals in International Television Advertising over Time: The Australian Experience.”, Journal of Current Issues and Research in Advertising, 26(2), p. 81–95.
- ÖZDEMİR, Mehmet. (2010). “Türkiyede’ki Reklamlarda Toplumsal Cinsiyet Sorunu.” Milli Folklor, (88), s.101–111.
- PAEK, Hye Jin, Michelle R. Nelson, and Alexandra M. Vilela. (2011). “Examination of Gender-Role Portrayals in Television Advertising across Seven Countries.”, Sex Roles, 64(3), p. 192–207.
- PENNOCK-SPECK, Barry, and Miguel Fuster-Márquez. (2014). “Imperatives in Voice-Overs in British TV Commercials: ‘Get This, Buy That, Taste the Other.’”, Discourse and Communication, 8(4), p.411–426.
- PHİLİPS, Anne (2012). Demokrasinin Cinsiyeti, (Çev. Alev Türker), İstanbul: Metis.
- PLOUS, S., and Dominique Neptune. (1997). “Racial And Gender Biases In Magazine Advertising.” Psychology of W, 21, p. 627–644.
- REİCHERT, By Tom, and Courtney Carpenter. (2016). “An Update on Sex in Magazine Advertising: 1983 to 2003”, Journalism and Mass Media Quarterly, 81 (4), p. 207–23.
- RODERO, Emma, Olatz Larrea, and Marina Vázquez. (2013). “Male and Female Voices in Commercials: Analysis of Effectiveness, Adequacy for the Product, Attention and Recall.”, Sex Roles, 68(5–6), p. 349–362.
- STEMPLE, Diane ve Tyler, Jane E. (1974). “Sexism in Advertising.”, The American Journal of Psychoanalysis, 34(3), p. 271–273.
- STRACH, Patricia, Katherine Zuber, Erika Franklin Fowler, Travis N. Ridout, and Kathleen Searles. (2015). “In a Different Voice? Explaining the Use of Men and Women as Voice-over Announcers in Political Advertising.”, Political Communication, 32(2), p.183–205.
- WİLLİAMSON, Judith (2001). Reklamların Dili Reklamlarda Anlam ve İdeoloji, (Çev. Ahmet Fethi), Ankara: Ütopya.
- WURFF, Richard Van Der, Piet Bakker, and Robert G. Picard. (2008). “Economic Growth and Advertising Expenditures in Different Media in Different Countries Economic Growth and Advertising Expenditures in Different Media in Different Countries.”, Journal of Media Economics, 21 (1), p.28-52
- YÜCEBAŞ, Semiray. (2019). “Kadının Imkânsız Tamlığı Olarak Annelik: Reklamlarda Anneler.”, Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 31, s. 577–600.
Abstract
The purpose of this study is to form a link between gender preference of voice-over in television advertisements published in Turkey and gender approach. The reason for choosing television advertisements as the unit of analysis in the study is that it contains messages about social acceptance like other communication products and therefore it is a significant field in terms of gender studies. When one looks at the studies in Turkey, it is seen that there are many studies which focus on advertisement and gender. However, the gender of the voice-over is an important research field in the international arena, it has not been considered as the main issue in Turkey. In this context, an analysis has been made on the gender of the voice-over used in advertisements. In the study, a total of 79 advertisements within the advertorial have been analyzed around three categories by using the content analysis technique. The relationship among the general distribution of gender in the use of voice-over in advertisements, the use of voice-over in advertisements of different product categories, the visibility of women in advertisements and the use of voice-over has determined as the main analysis categories of the study. As a result, it has been found that male voices are predominant in the use of voice-over in our country, similar to international studies. It has been revealed that the use of female voice is not present especially in sector advertisements such as high technology products, banking and chain markets. It has been obtained as data that women are more involved in advertising than men as the main characters.
Keywords
References
- BAGWELL, By Kyle, and Garey Ramey. 2020. “Coordination Economies, Advertising and and search Behaviour in Retail Markets", The American Economic Review ,84(3), p. 498-517
- BAL, Sevil. (2014). “Reklamların Eskimeyen Yüzü ‘Muhteşem Annelik’: Anneler Günü Reklamları Örneği”, İlef Dergisi, 1(2), s.59–85.
- BATI, Uğur. (2010). "Reklamcılıkta Retorik Bir Unsur Olarak Kadın Bedeni Temsilleri", Kültür ve İletişim, 13(1), s.103–34.
- CAROLE, Pateman (1993). Kardeşler Arası Toplumsal Sözleşme, (Editör) John Keane, (Çev. Aksu Bora), Sivil Toplum ve Devlet Avrupa’da Yeni Yaklaşımlar, İstanbul: Ayrıntı. p 119-146.
- CİARLO, David (2011). Race and Visual Culture in Imperial Germany- Advertising Empire, London: Harward University Press.
- COOK, Guy (2001). The Discourse of Advertising, London and New York: Routledge.
- CORTESE, Anthony J (2005). Provocateur Images Of Women and Miniroties in Advertising, New York ve Oxford: Rowman and Little Field.
- CRONİN, Anna (2005). Advertising and Consumeer Citizenship, London and New York: Routledge.
- DANESİ, Marcel (2015). Advertising Discourse, (Editörler), Karen Tracy, Cornelia Ilie, Todd Sandel. The International Encyclopedia of Language and Social Interaction, London: John Waley Sons, p. 1–10.
- FERRANTE, Carol L., Andrew M. Haynes, and Sarah M. Kingsley. (1988). “Image of Women in Television Advertising.”, Journal of Broadcasting & Electronic Media, 32(2), p. 231–37.
- GİLL, Rosalind. (2008). “Empowerment/Sexism: Figuring Female Sexual Agency in Contemporary Advertising.”, Feminism and Psychology, 18(1), p. 35–60.
- GİLLİAN, Dyer (1982). Advertising As Communication, London: Methuen.
- GOFFMAN, Erving (1987). Gender Advertisements, New York: Harper Torcbooks.
- KOLMAN, Petra, and Ana Tkalac Verčič. (2012). “Consumers’ Opinions on Gender Stereotyping in Advertising.”, Ekonomska Istrazivanja, 9664(2), p.117–126.
- LUNDSTROM, William J., and Donald Sciglimpaglia. (1977). “Sex Role Portrayals in Advertising.” Journal of Marketing, 41(3), p.72-84.
- LYTHS, Peter. (2009). "Think of Her as Your Mother." The Journal of Transport History, 30(1), p. 1–21.
- MATTHES, Jörg, and Michael Prieler. (2020). “Nudity of Male and Female Characters in Television Advertising Across 13 Countries.”, Journalism and Mass Communication Quarterly, 20 (5), p. 1-22.
- MİLNER, Laura M., and James M. Collins. (2000). “Sex-Role Portrayals and the Gender of Nations.”, Journal of Advertising, 29(1), p. 67–79.
- MİLNER, Laura M., and Bronwyn Higgs. (2004). “Gender Sex-Role Portrayals in International Television Advertising over Time: The Australian Experience.”, Journal of Current Issues and Research in Advertising, 26(2), p. 81–95.
- ÖZDEMİR, Mehmet. (2010). “Türkiyede’ki Reklamlarda Toplumsal Cinsiyet Sorunu.” Milli Folklor, (88), s.101–111.
- PAEK, Hye Jin, Michelle R. Nelson, and Alexandra M. Vilela. (2011). “Examination of Gender-Role Portrayals in Television Advertising across Seven Countries.”, Sex Roles, 64(3), p. 192–207.
- PENNOCK-SPECK, Barry, and Miguel Fuster-Márquez. (2014). “Imperatives in Voice-Overs in British TV Commercials: ‘Get This, Buy That, Taste the Other.’”, Discourse and Communication, 8(4), p.411–426.
- PHİLİPS, Anne (2012). Demokrasinin Cinsiyeti, (Çev. Alev Türker), İstanbul: Metis.
- PLOUS, S., and Dominique Neptune. (1997). “Racial And Gender Biases In Magazine Advertising.” Psychology of W, 21, p. 627–644.
- REİCHERT, By Tom, and Courtney Carpenter. (2016). “An Update on Sex in Magazine Advertising: 1983 to 2003”, Journalism and Mass Media Quarterly, 81 (4), p. 207–23.
- RODERO, Emma, Olatz Larrea, and Marina Vázquez. (2013). “Male and Female Voices in Commercials: Analysis of Effectiveness, Adequacy for the Product, Attention and Recall.”, Sex Roles, 68(5–6), p. 349–362.
- STEMPLE, Diane ve Tyler, Jane E. (1974). “Sexism in Advertising.”, The American Journal of Psychoanalysis, 34(3), p. 271–273.
- STRACH, Patricia, Katherine Zuber, Erika Franklin Fowler, Travis N. Ridout, and Kathleen Searles. (2015). “In a Different Voice? Explaining the Use of Men and Women as Voice-over Announcers in Political Advertising.”, Political Communication, 32(2), p.183–205.
- WİLLİAMSON, Judith (2001). Reklamların Dili Reklamlarda Anlam ve İdeoloji, (Çev. Ahmet Fethi), Ankara: Ütopya.
- WURFF, Richard Van Der, Piet Bakker, and Robert G. Picard. (2008). “Economic Growth and Advertising Expenditures in Different Media in Different Countries Economic Growth and Advertising Expenditures in Different Media in Different Countries.”, Journal of Media Economics, 21 (1), p.28-52
- YÜCEBAŞ, Semiray. (2019). “Kadının Imkânsız Tamlığı Olarak Annelik: Reklamlarda Anneler.”, Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 31, s. 577–600.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | March 31, 2021 |
| Submission Date | October 27, 2020 |
| Published in Issue | Year 2021 Volume: 9 Issue: 1 |
