Gender stereotypes via anthropomorphology: A semiological analysis of printed advertisements

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dc.contributor.authorTekvar, S.O.
dc.date.accessioned2024-09-29T16:16:15Z
dc.date.available2024-09-29T16:16:15Z
dc.date.issued2017
dc.departmentKarabük Üniversitesien_US
dc.description.abstractAnthropomorphology is one of the advertising methods, which creates identification between the consumer and the product. Anthropomorphology enables the audience to empathise with the advertisement's promises and makes the advertisement more striking. Ss a traditional way to attract consumer, using sexual discourse in advertisements is a powerful psychological tool used to sell products. No matter what the gender or sexual tendency is, the major goal of advertising is to channel the audience to consume more by creating ideal images; such as, the ideal body, ideal femininity, ideal masculinity, or ideal sexuality. Within this framework, this descriptive study aims at analysing anthropomor- phology and gender stereotypes in printed advertisements by the method of semiology, a science that seeks not the open, clear meaning of a text or an image, but the meaning which lies beneath it. Therefore popular women and men magazines are selected to analyse as purposive samples. © Peter Lang GmbH, Internationaler Verlag der Wissenschaften, Frankfurt am Main 2016. All rights reserved.en_US
dc.identifier.doi10.3726/978-3-631-69829-7
dc.identifier.endpage106en_US
dc.identifier.isbn978-363169830-3
dc.identifier.isbn978-363167501-4
dc.identifier.scopus2-s2.0-85034594555en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage91en_US
dc.identifier.urihttps://doi.org/10.3726/978-3-631-69829-7
dc.identifier.urihttps://hdl.handle.net/20.500.14619/8963
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherPeter Lang AGen_US
dc.relation.ispartofResearch on Humanities and Social Sciences: Communication, Social Sciences, Artsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectAnthropomorphologyen_US
dc.subjectGender stereotypesen_US
dc.subjectPrinted advertisementsen_US
dc.subjectSemiologyen_US
dc.subjectSexual discourseen_US
dc.titleGender stereotypes via anthropomorphology: A semiological analysis of printed advertisementsen_US
dc.typeBook Parten_US

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