{
    "article_id": 1379,
    "public_id": "20b0ac81-92ae-4573-967c-45791756c5fe",
    "internal_identifier": null,
    "source_identifier": "86:64",
    "status": "published",
    "type": "research_article",
    "title": "Reklamın Görünmeyen Yüzü : ‘Gizli Şiddet’",
    "title_secondary": null,
    "abstract": "“Reklamlar, tutkuların araçlarıdır” der Addison. Tutku, çok keskin bir duyguyu ifade etmekle birlikte, çoğu zaman reklam öznesi olarak “kadın” öğesinin temsil niyetini de kendi içinde açıklamaktadır. Reklamın bilgilendirme, etkileme, hatırlatma, belirginliği artırma, değer katma ve diğer şirketlerin çabalarını destekleme gibi işlevlerinden, “etkileme” işlevini yerine getirmesi beklenen kadın figürü, çok güzel, çok alımlı, çok ince hatta sıfır beden olmalı ve istenilen etkiyi yaratmalıdır. Sosyal kuramda gerçekleştirilmiş birçok araştırma, günümüze kadar uzanan süreçte reklamlarda bakımlı, çekici, ultra ince, seyirlik bir nesne olma özelliğini gösteren ideal kadın imajlarının arttığını ortaya koymuştur.  (Akt: Batı, 2010: 104) Şiddet dediğimiz olgu, TDK tarafından, “Bir hareketin bir gücün derecesi”, “Duygu ve davranışta aşırılık” gibi anlamlandırmalarla karşılık bulmaktadır. Öyle ki, bir dayatmayı içermektedir. Bu dayatma ki, reklam aracılığı ile içselleştirilebilmekte, başka bir deyişle, kadının şişman, sivilceli ve bakımsız olma halini yok saymaktadır. Kadını  ötekileştirmekte ve “güzel” olarak kategorize etmemektedir, çünkü kadının algılanan kodu, her daim bakımlı ve estetik bir görümüne sahip olması olarak çözülmektedir. Bu çalışmada, betimsel çözümleme ile seçilen reklamlar incelenecek, reklamların aslında kadınları, dolgun saçlı, zayıf, kırışıksız bir yüze sahip olma dayatması ile gizli şiddete maruz bıraktıkları sorunu analiz edilecek, ünlü reklamcı Oliviero Toscani’nin bu gizli şiddete Anoreksiya karşıtı afiş ile nasıl cevap verdiği konusu  tartışılacaktır.",
    "language": "tr",
    "english_title": "The Unseen Face of Advertising: ‘Hidden Violence’",
    "english_abstract": "Advertising is the instrument of passion,” says Addison. While passion expresses a very intense emotion, it often also explains the intention behind the representation of the “woman” as the subject of advertising. Of the functions of advertising—informing, influencing, reminding, increasing prominence, adding value, and supporting the efforts of other companies—the female figure expected to fulfill the “influencing” function must be very beautiful, very attractive, very thin, even size zero, and create the desired effect. Numerous studies in social theory have shown that, throughout history, there has been an increase in the portrayal of ideal women in advertisements as well-groomed, attractive, ultra-thin, and objects of spectacle. (Cited in Batı, 2010: 104) The phenomenon we call violence is defined by the Turkish Language Association (TDK) as “the degree of an action or force,” and “excessiveness in emotion and behavior.” It inherently involves coercion. This imposition, which can be internalized through advertising, in other words, ignores the idea of ​​a woman being overweight, acne-prone, and unkempt. It marginalizes women and does not categorize them as \"beautiful,\" because the perceived code for women is always to have a well-groomed and aesthetically pleasing appearance. In this study, selected advertisements will be examined through descriptive analysis, and the problem of how advertisements subject women to hidden violence by imposing the ideal of having full hair, a thin, wrinkle-free face will be analyzed. The study will also discuss how the famous advertiser Oliviero Toscani responded to this hidden violence with an anti-anorexia poster.",
    "doi": "10.36287/setsci.4.8.064",
    "doi_url": "https://doi.org/10.36287/setsci.4.8.064",
    "resource_url": "https://www.set-science.com/a/20b0ac81-92ae-4573-967c-45791756c5fe",
    "pdf_url": "https://www.set-science.com/a/20b0ac81-92ae-4573-967c-45791756c5fe/pdf",
    "og_image": "https://www.set-science.com/assets/img/og-card-v2.png",
    "authors": [
        {
            "public_id": "136aa1da-1f67-4c88-a8f2-d17d0460ba49",
            "given": "Arzu",
            "family": "Kızbaz",
            "full": "Arzu Kızbaz",
            "literal": null,
            "orcid": null,
            "orcid_url": null,
            "email": "arzutoguslukizbaz@ayvansaray.edu.tr",
            "corresponding": true,
            "sequence": "first",
            "affiliations": [
                {
                    "name": "İstanbul Ayvansaray University",
                    "department": null,
                    "country": null,
                    "country_code": null,
                    "ror": null,
                    "ror_url": null
                }
            ]
        }
    ],
    "keywords": [],
    "translations": [
        {
            "language": "en",
            "title": "The Unseen Face of Advertising: ‘Hidden Violence’",
            "abstract": "Advertising is the instrument of passion,” says Addison. While passion expresses a very intense emotion, it often also explains the intention behind the representation of the “woman” as the subject of advertising. Of the functions of advertising—informing, influencing, reminding, increasing prominence, adding value, and supporting the efforts of other companies—the female figure expected to fulfill the “influencing” function must be very beautiful, very attractive, very thin, even size zero, and create the desired effect. Numerous studies in social theory have shown that, throughout history, there has been an increase in the portrayal of ideal women in advertisements as well-groomed, attractive, ultra-thin, and objects of spectacle. (Cited in Batı, 2010: 104) The phenomenon we call violence is defined by the Turkish Language Association (TDK) as “the degree of an action or force,” and “excessiveness in emotion and behavior.” It inherently involves coercion. This imposition, which can be internalized through advertising, in other words, ignores the idea of ​​a woman being overweight, acne-prone, and unkempt. It marginalizes women and does not categorize them as \"beautiful,\" because the perceived code for women is always to have a well-groomed and aesthetically pleasing appearance. In this study, selected advertisements will be examined through descriptive analysis, and the problem of how advertisements subject women to hidden violence by imposing the ideal of having full hair, a thin, wrinkle-free face will be analyzed. The study will also discuss how the famous advertiser Oliviero Toscani responded to this hidden violence with an anti-anorexia poster.",
            "keywords": [
                "Reklam, Güzelliğin Tarifi, Kadın Figürü, Gizli Şiddet, Oliviero Toscani"
            ]
        }
    ],
    "subjects": [],
    "subject_names": [],
    "published_date": "2019-12-23",
    "published_year": "2019",
    "received_date": null,
    "accepted_date": null,
    "volume": "11",
    "issue": null,
    "page_first": "322",
    "page_last": "326",
    "article_number": null,
    "conference": {
        "short_name": "ISAS WINTER-2019 (SHS)",
        "full_title": "4th International Symposium on Innovative Approaches in Social, Human and Administrative Sciences",
        "name": "4th International Symposium on Innovative Approaches in Social, Human and Administrative Sciences",
        "acronym": "ISAS WINTER-2019 (SHS)",
        "location": "Samsun, Türkiye",
        "start_date": "2019-11-22",
        "end_date": null,
        "public_id": "73307755-0f4d-4992-a1c3-d225b24f9d10"
    },
    "proceedings": {
        "title": "4th International Symposium on Innovative Approaches in Social, Human and Administrative Sciences",
        "series_title": "SETSCI Conference Proceedings",
        "publisher": "SET Technology",
        "isbn": "978-605-69925-0-6",
        "eisbn": null,
        "issn": null,
        "eissn": "2687-5527",
        "doi": null,
        "doi_prefix": "10.36287",
        "slug": "setsci-volume-11-2019-legacy-86",
        "public_id": "c7eface9-586c-439b-b400-37065e23904e",
        "url": "https://www.set-science.com/p/setsci-volume-11-2019-legacy-86"
    },
    "license": {
        "name": "CC BY 4.0",
        "url": "https://creativecommons.org/licenses/by/4.0/",
        "code": "CC-BY-4.0",
        "open_access": true
    },
    "copyright": {
        "holder": "SET Technology",
        "year": "2019"
    },
    "funding_statement": null,
    "funders": [],
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}