The changing roles and women in ads used by electronic kitchenware manufacturing sector in Turkey, since beginning to present

Abstract

Product ranges constantly expand and increase in number along with brands in our day, demanding more and more importance placed in product design and marketing. Consumption of designed and manufactured products reaches beyond the limits of requirement and advertising emphasizes on a different manner of consumption. Advertisements are targeted on women based on the assumption that women are more prone to shopping than men. Based on this perception, this paper discusses the relationship of product-gender in printed advertising, which has a key role in promotion and sales of products manufactured in Turkey. The subject is exemplified with printed advertisements designed for electronic kitchen appliances manufactured by the Turkish corporation Arçelik. How the role of woman is fictionalized, the fashion in which the image of woman is used, its influence on promotion and relationship to the marketed product are examined through examples under the heading of advertising.