Transformation of eroticism in advertisements: The example of Hürriyet newspaper from 1948 to the present

Advertising activates the psychological needs in people; It creates a desire to purchase any product and ensures and directs it in the mind. Advertisements help persuade consumers by using the sexual instinct as a motivation tool. Advertisements load erotic messages to products or services using people, objects, facts and events related to sexuality. It aims to increase people's awareness of establishing a bond with the brand with the given erotic message. Erotic values can be expressed in different ways. In this context, a case study was carried out in order to reveal the transformation of eroticism in advertisements. A document review was conducted in order to reveal how the way and quality of eroticism found in newspaper advertisements changed over a certain period. Erotic advertisements in the Hürriyet newspaper between 1948-2020 were examined. The examined advertisements were subjected to content analysis. As a result of the obtained data, representations of eroticism were gathered under two main themes as representation with visual expressions and representation with verbal expressions. In the representation with visual expressions, it was determined that in addition to the female and male bodies, spaces, clothes and accessories, objects and objects also represent eroticism; It has been concluded that in the representation with verbal expressions, words and sentences express eroticism implicitly or explicitly. It has also been revealed that these representations vary according to periods and sectors. Keywords: Eroticism, Sexuality, Newspaper Advertisements, Advertisements, Female-Male Body