Women Chewing Gum: Feminist Critical Analysis of Advertising as Symbolic Violence

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dc.contributor.authorNas, Alparslan
dc.contributor.departmentİletişim Fakültesitr_TR
dc.date.accessioned2021-09-20T13:40:15Z
dc.date.available2021-09-20T13:40:15Z
dc.date.issued2015-11-30
dc.description.abstractRepresentation of women in advertisements has been a crucial point of debate in critical studies on advertising and gender. Advertising has critically been evaluated as an ideological apparatus that reproduces gender roles and promotes sexism. In addition to overt forms of sexist representations, advertisements also construct implicit meanings of gender inequality, which is difficult to recognize. The aim of this article is to show that advertisements generate “symbolic violence” that normalizes and legitimizes gendered relations of power so that gender inequalities would be misrecognized. Based on Pierre Bourdieu’s notion of “symbolic violence”, this article analyzes the image of “women chewing gum” in an advertisement campaign by Falım, Turkey’s leading chewing gum brand with feminist critical analysis. Falım advertisements portray women who are pressured by patriarchy but do not resist it and are content with it. Eventually, the patriarchal narrative brings forth the normalization of gender inequalities and its communication to the wider public via advertising as a rhetorical device.tr_TR
dc.identifier.endpage54tr_TR
dc.identifier.issue2tr_TR
dc.identifier.startpage35tr_TR
dc.identifier.urihttps://doi.org/10.24955/ilef.305305tr_TR
dc.identifier.urihttp://hdl.handle.net/20.500.12575/74759
dc.identifier.volume2tr_TR
dc.language.isoentr_TR
dc.publisherAnkara Üniversitesitr_TR
dc.relation.isversionof10.24955/ilef.305305tr_TR
dc.relation.journalAnkara Üniversitesi İlef Dergisitr_TR
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Başka Kurum Yazarıtr_TR
dc.subjectAdvertisingtr_TR
dc.subjectSymbolic violencetr_TR
dc.subjectFeminismtr_TR
dc.titleWomen Chewing Gum: Feminist Critical Analysis of Advertising as Symbolic Violencetr_TR
dc.typeArticletr_TR

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Cilt:02 Sayı:02 (2015)