Woman portrayal of woman in Turkish magazines; An appraisl of the period from 1971 to 2004

IIABSTRACTWOMAN PORTRAYAL OF WOMAN IN TURKISH MAGAZINES; AN APPRAISALOF THE PERIOD FROM 1971 TO 2004Tufan ÖZSOYMaster Thesis, Business Administration DepartmentSupervisor: Associate Prof. Canan MADRANAugust 2006, 138 PagesGender identity has been used as one of the segmentation criteria in traditional marketing.Especially, it has been expressed as a main depended variable in research, which had beenused in analyzing the consumer behaviour trends.As an extent of globalisation, popular culture resulted in changing role of the women insociety and also reflections in ads. Woman is the target customer of the advertisements andalso an influential tool for awaking others consuming desires. In this point of view, it isproper to mention that there is an interrelation between woman an advertisement.This study used a content analysis on advertisements in the Turkish magazines which hadbeen published between 1971 and 2004. As a major result, it was found that there are somecategorical relationship between periods depending on consumer profiles.According to analysis, as an obligation of modern society, advertisements has been started tosend messages that contains individualism. Moreover, woman left her kitchen and realised theworld outside. All these trends resulted in image oriented buying behaviours. By the year of2000, photos has been started to shaped on a imaginary, and, fantastic or virtual backgroundinspite of concentrating indoor or outdoor environment displays. Main purpose of thisapplication related with the aim of showing people themselves under different images, idealsin unused atmospheres.Keywords: Advertising, Advertisement, Commercial, Woman, Content Analysis,Visualization, Consumer Behaviours, Ad Photography, Image, Gender, Roles