IGU FFA CaD Students Successfully Complete TÜBİTAK 2209-A Project!

As part of the project, Atasay’s advertisements from 2007, 2017, and 2023 were analyzed using the critical discourse analysis method. The study sought to answer the following questions:

• How are gender roles represented in Atasay advertisements?
• How have these representations changed over time?
• How do gender representations in advertisements relate to social norms and perceptions?
• How do the use of male and female models differ?

Analysis of Gender Representations in Advertisements

2007 – "Şu Kadarcık" Advertisement:

• Women were portrayed as aesthetic and emotional figures, while men were represented as financially powerful and responsible for making romantic gestures.
• Jewelry was emphasized as a source of happiness for women and a symbol of economic power for men.
• The advertisement reinforced traditional gender roles.

2017 – "Tak Sana Yakışanı" Advertisement:

• The ad emphasized that jewelry is not only for women but also an expression of individuality and style.
• Women were depicted as strong, confident, and active individuals, while men were portrayed as more than just providers of romantic gestures, expressing their own unique styles.
• It broke away from traditional gender roles and promoted gender equality in jewelry usage.

2023 – "Bir Atasay Ailesi" Advertisement:

• The advertisement presented jewelry as not just a gift for special occasions, but a timeless value passed through generations.
• A diverse range of individuals from different age groups, ethnic backgrounds, and lifestyles were featured.
• Women were portrayed as independent, strong, and active individuals, while men were depicted as emotional and supportive figures.
• The traditional concept of family was reinterpreted from a modern perspective.

Findings and Conclusion

The study revealed that gender representations in Atasay advertisements have evolved over time. While the 2007 advertisement reinforced traditional gender roles, the 2017 and 2023 advertisements shifted towards a more equal and inclusive portrayal of gender.

The research provided valuable insights into how the advertising industry reproduces and transforms gender norms over time. The evolution of Atasay’s advertising strategies is directly linked to changing societal perceptions of gender.

This project serves as an important academic contribution to advertising and gender studies, offering an opportunity to analyze how brands adapt to social dynamics.

The TÜBİTAK 2209-A Project, carried out by the Faculty of Fine Arts at Istanbul Gelişim University, has been successfully completed, making a significant contribution to the fields of advertising and gender studies. This project, which critically examined the transformation of Atasay’s advertisements over the years, provides valuable insights into the evolution of social norms and brand strategies.

Congratulations to Öykü Can, Serra Yavaş, and Zeynep Şevval Şen, as well as their advisor Res. Asst. Ayten Bengisu Cansever Bayhan, for their dedication and outstanding work! We wish them continued success!