REPRESENTATION OF WOMEN IN MALE-CENTRIC ELECTRONIC MEDIA ADVERTISING (BASED ON TELEVISION ADVERTISEMENTS RELATED TO PERFUMES)

Abstract

The process of introducing products and services to consumers is called advertising. Television advertisements have the ability to quickly and easily engage consumers with attractive content. The tendency to use women in advertising is a common feature. Women are used to sell products and services in all categories. Accordingly, whether women are used as merchandise for the sale of men's products in the advertising process was studied here. Ten television advertisements related to selected perfumes featuring female portrayals were chosen for the study. For what purpose has the woman been used in these advertisements, it was examined through six subjective criteria. Analyzing advertisements involves examining how they disclose product content, introduce usage instructions and highlight the target customer and social strata associated with the product, service, or ideology. Depicting the balance of space as well as vitality, depicting a characterization that lends fictional value to advertising work, a responsible declaration of faith is associated with individual identity in civil society. It was also possible to identify advertisements using women in a way that does not apply to these criteria. Nor do their depictions of women show any link to the practical functions of the production, marketing, or consumption process. These often include models, costumes and props, poses, constructions of events, and evocations that seek to transcend the function of consumption and highlight the masculinity of femininity. Television advertisements of this genre directly identify women as erotic commodities.