Servants, Housewives, Vixens, and the Ever-changing Apron

Bradley, Catherine

doi:10.7202/1012455ar

Cited by 1 publication

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“…Historically, an apron-wearing woman either signified the mother who took care of her family or represented a servant working in a wealthy home. As the 1950s highlighted women’s role as the primary caregiver for family and witnessed their return to full-time homemaking, aprons exploded in popularity (Bradley, 2012). The apron-wearing housewife appeared on television and in advertisements and movies, and perfectly matched the family-centric view of the 1950s (ibid.…”

Section: Resultsmentioning

confidence: 99%

Western influences in Turkish advertising

Karamullaoglu

Sandıkçı

2019

JHRM

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Purpose This purpose of this paper is to explore how Western design, fashion and aesthetic styles influenced advertising practice in Turkey in the post-Second World War era. Specifically, the authors focus on the key targets of the consumerist ideology of the period, women and discuss the representations of females in Turkish advertisements. Design/methodology/approach Data were analysed using a combination of social semiotic and compositional analysis methods. Compositional analysis focused on the formal qualities and design elements of the ads; social semiotic analysis sought to uncover their meaning potentials in relation to social, cultural, political and economic dynamics of the period. The advertisements of a prominent Turkish pasta brand, Piyale, published in the local adaptation of the American Life magazine, between 1956 and 1966, constitute the data set. Findings The analysis reveals that Piyale followed the stylistic and thematic trends prevailing in American and European advertisements at the time and crafted ads that constructed and communicated a Westernized image of Turkish women and families. In line with the cultural currents of the 1950s and 1960s, the ads emphasize patriarchal gender roles and traditional family values and address the woman as a consumer whose priority is to please her husband and take good care of her children. Originality/value This study contributes to the advertising history in non-Western contexts and provides an understanding of the influence Western advertising conventions and fashion trends had on developing country markets. The findings indicate that Western-inspired representations and gender roles dominated advertisements of local brands during the post-war period.

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Section: Resultsmentioning

confidence: 99%