Türkiye'de Anneler Günü'nde yayınlanan reklam fotograflarında annelik imgesinin değişimi (1955-1997)
Özet
The purpose of this thesis is to examine the change of motherhood image in published advertising photographs for Mother's Day which has been celebrated in Turkey since 1955. For this, motherhood in historical perspective, meanings attributed to motherhood and motherhood in Turkish social life are investigated. Then, Mother's Day advertising photographs published in daily newspapers Hürriyet and Cumhuriyet and popular periodicals Aktüel and Hayat, are analysed. This study initially evaluated 192 photographs in total and these are analysed quantitatively. Then, 33 photographs are selected as representative samples, and analysed qualitatively with the use of semiotic, semantic and historical-hermeneutic approaches. It is concluded that motherhood image created in Mother's Day advertising photographs reflects the value conflicts in parallel to the process of change of Turkey's social structure. The motherhood images in these photographs reveal that, contrary to the modern appearances of mothers, sexual roles in the family continue in quite traditional manners. Motherhood image between 1955 and 1980, as symbolised by the Mother's Day Mother of Hürriyet newspaper, refers to a mother who is "modem" but purified from her sexual identity. Motherhood image which emerged in parallel to the changes started in 1980's and clearly became evident in 1990's, however, refers to a "high modernist" mother who exhibits her femininity and who doesn't restrict herself from consumption.