Publication: 1970 sonrası Türkiye’de reklamlarda cinselliğin kullanımı
Abstract
Bu çalışma; hayatımızın her evresinde var olan cinselliğin reklam dünyasında neden,nasıl, ne amaçla kullanıldığı konularında bilgi verirken; hedef kitlenin üzerindeki etkilerini,sonuçlarını ve durum tespiti yapmayı amaçlamaktadır.Başlangıçta cinsellik ve iletişim kavramlarına değinilirken akıl, ahlak, arzu, haz, tahrik,tatmin kavramları tez içerisinde reklamla ilişkilendirilmişken cinsellik-iktidar Doğu ve Batıkültürlerinin cinselliğe bakışı anlatılmıştır. İnsan beyni; kadın - erkek olarak incelenmiş,hormonlarımızın davranışlarımıza olan etkisinden bahsedilmiştir.Reklamcılık tarihine kısaca değinilmiş; ürün ve hizmetin uzun parağraflarla anlatıldığıilanlardan, illüstrasyonlu dönemlere, oradan da teknolojinin gelişmesiyle birlikte reklamcılıktafotoğraf ve fotoğraf üstüne manipülasyon ve üç boyut kullanımına kadar geçen zamandeğerlendirilmiştir.Görüntünün bir dil olduğu ve görüntüyle oluşturulan dilin hafıza ile beden-görüntü,bellek-fotoğraf ilişkisine yer verilmiştir. Bir tasarım öğesi olarak rengin; topluma ve bireyiniçinde yaşadığı kültüre göre yüklendiği değişik anlamlar irdelenmiştir.Reklamlarda kadın kullanımı eril ve dişi cinsiyetlerin ayırıcı özellikleri ayırımcılığı(toplumsal, sosyal, sınıfsal), reklamlardaki işlevi ve pozisyonu konuları araştırılmıştır.Kadın imgesinin reklamlara yansıması ve incelenmesinin yanı sıra illüstrasyon, fotoğraf,tipografi, vb. grafik öğeleri ile birlikte kullanımına değinilmiş; son yıllarda sıklıkla duyulanbilinç altı reklam subliminal mesaj, konuları da örneklerle açıklanmıştır.Ayrıca cinsellik ve içgüdüsel davranış normalarına uygun olarak duyusal/ duygusalpazarlama ve bu konuda uygulanan reklam stratejileri bu tezin konuları arasında bulunmaktadır
This study has given knowledge about sexuality which has been at every stage of our lives,especially why is that, how and for what in the world of advertisement. It aims to determinethe effects, results and due diligence on the target audience.In the beginning, while the concepts of sexuality and communication were mentioned, theconcepts of reason, morality, desire, pleasure, arousal, and satisfaction were associated withadvertising, have been explained while sexuality-power Eastern and Western cultures’ viewson sexuality. The human brain was examined as male and female, and the effects of our hormoneson our behavior were discussed.The history of advertising is briefly mentioned, and the time from advertisements whereproduct and service is explained in long paragraphs to illustration periods and from the developmentof technology to manipulation on photography and photography and the usage ofthree dimensions are evaluated.The relationship between memory and body-image, memory-photography of the languagewhich is an image and the language created by the image is given. Color as a design element;the different meanings attributed to the society and the culture as a design element in whichthe individual lives.The usage of women in advertisements, the discriminatory characteristics of male and femalegenders (communal, social, class), their function and position in advertisements wereinvestigated.In addition to the reflection of the image of women in advertisements and examination oftheir usage areas, they can be used for illustrations, photographs, typography, etc. and theusage of graphic elements together; subliminal message, which is frequently heard in recentyears, is explained with examples.Separetely, sensory / emotional marketing in accordance with the norms of sexuality andinstinctive behavior and advertising strategies applied in this subject are among the topicsof this thesis.
This study has given knowledge about sexuality which has been at every stage of our lives,especially why is that, how and for what in the world of advertisement. It aims to determinethe effects, results and due diligence on the target audience.In the beginning, while the concepts of sexuality and communication were mentioned, theconcepts of reason, morality, desire, pleasure, arousal, and satisfaction were associated withadvertising, have been explained while sexuality-power Eastern and Western cultures’ viewson sexuality. The human brain was examined as male and female, and the effects of our hormoneson our behavior were discussed.The history of advertising is briefly mentioned, and the time from advertisements whereproduct and service is explained in long paragraphs to illustration periods and from the developmentof technology to manipulation on photography and photography and the usage ofthree dimensions are evaluated.The relationship between memory and body-image, memory-photography of the languagewhich is an image and the language created by the image is given. Color as a design element;the different meanings attributed to the society and the culture as a design element in whichthe individual lives.The usage of women in advertisements, the discriminatory characteristics of male and femalegenders (communal, social, class), their function and position in advertisements wereinvestigated.In addition to the reflection of the image of women in advertisements and examination oftheir usage areas, they can be used for illustrations, photographs, typography, etc. and theusage of graphic elements together; subliminal message, which is frequently heard in recentyears, is explained with examples.Separetely, sensory / emotional marketing in accordance with the norms of sexuality andinstinctive behavior and advertising strategies applied in this subject are among the topicsof this thesis.