Feminine Hygiene Products Advertising Analysis

Fe miniskirtne Hygiene Products Advertising AnalysisFulya satisfaction TrkmenPerceptions on the Idealized Image of Women in TV Ads RevisitedThe modelling of Sanitary serviette AdvertisementsIntroduction and MethodsThis study has both fragmentises The archetypal part gave me a perspective and understanding about how to read and adjudicate an advertisement. In this way, I could determine some(prenominal) criteria to decode the linguistic and non linguistic comp championnts of the hygienical napkin advertisements. I watched 35 sanitary napkin advertisements besides I did not choose to make a quantitative analysis since it would be too hard to examine the data manually. Instead of this, I chose the qualitative methods. I made certain groups based on the ascertain characteristics of the advertisements and I guessd only one advertisement for each group much(prenominal) as one for blue liquid type and one for mini childs play type advertisements. My first thesis was assuming that advertisements atomic number 18 a part of the re toil of discourses on charwoman by agreeing the consider images of womanhood. But as I go on watching the advertisements I withal noticed that they create some stigmas about the taboo on menstruation and feminine hygiene. This is why I excessively included the part menstruation as embarassment as a component of the perceptions on womanhood. In the presentation I characterd the expression of hidden messages by referring to the delectation of lingual and non linguistic components of the advertisements which be telling women some occasion other than the features of the ingatherings and promising them things whch atomic number 18 not directly relevant with the product itself at first sight. plot doing these, I withal tried to track down the transformation of advertisements since it was de jure allowed to do advertising on sanitary napkins to see what has changed since the beginning.Advertisements Now and consequentlyPr eviously, advertisements were less complicated than they be today and there was only one goal to achieve with the plainst ways to make people buy a certain product by explaining its specific or differentiating features. Thus, production or supply of the products was determined according to the demands of the societies. Today, we see the constant creation of forward-looking demands and increasement of the existing ones. In this new order, advertisement has become a apparatus to create consent for more consumption. In this way, social utility has also become the utility of the capital owners just these argon presented as if they until now accomodate social benefits.Media a great great power of influencing and directing the society. In advertisements, this power manifests itself through the chain of product, production and consumption. In this way, products go beyond the production processes and factories and they become a part of the media culture. Although the basic motivati on behind the advertisements is scarcely selling more products, there is no advertisement which only gives teaching about product to motivate people for buying it. Beyond this simple aim, each advertisement has a message that would be fuck offd by for potential consumers via different canals. Today we observe that the symbols and images take a priority over the product itself most of the measure.In the science of semiotics, it is claimed that signs ar undecided to different interpretations and they can have different squiffyings in different contexts. Thus, we receive different messages via signs and attribute them to different importee while we broadcast. We receive these signs with our many an(prenominal) comprehends much(prenominal) as audial or visual. Saussure argues that the sign dynamic has two components A form of the sign and its meaning, respectively, the signifier and the signified. Thus, languages which enable us to communicate through different sounds or writ ten symbols are arbitrary and they are subjected to change in time. They are only as main(prenominal) as their function in the communication sooner than their historical importance or features. on that pointfore, language is in a constant state of change which includes its re bodily structure and re-analyze through the changing social relations and discourses.According to Williamson, semiotics is constitute of thing and meaning as well. The important thing here is not how a certain word or term is formed but how it is shared and found itself in the daily expressions.Williamson takes the issue of advertisement as a determinant of culture and everyday practices. These practices are master(prenominal)ly there to sell products but at the same time they make properties to mean something for us. They present and promote the idea of being a certain benignant of person. The language of this procession is not a singular one it rather changes according to different times and cultures. For instance, I find that many brands use different advertisements for the promotion of sanitary napkins in different countries according to these countries pagan norms and values. The portrayal of a certain ideal type is given in the advertisements but at the same time this ideal type is conjugated to the certain products through messages. For instance, delikanl kzlar molped kullanr. The construction of these linkages occurs over long processes. Thus, connections are made between people and objects are made. So, we should take the sign for what it signifies, the thing becomes the symbol of a feeling. Material things we need are made to symbolise the other non- material things we need. The point of exchange between two is where meaning is produced. (Williamson, 2000)What an advertisement actually does is to show and give audiences an object of desire. When a product is used exclusively by women, female image and female sexual urge is packed up with the product and presented to t he women again. In our case, the object of desire could be manifested as youth, independence, happiness, a good course, etc. In the advertisements, what is not shown or expressed, in other words absences are as important as what are present. For instance, advertisements can show what people actually want to be like in this way.According to Crook, there are two main dimensions which reflect the distinction between the linguistic and the non-linguistic components of commercial-grades that should be taken into account. These are the product- claim dimension and reward dimension. (Crook, 2004)When product claim dimension is used, some information or claims of the producers are presented to the consumers in the form of physical outcomes and benefits. For instance, in our case of sanitary napkins, this could be dryness. There usually is a lay over linguistic message and/ or a message which is given by a voiceover, a narrator or a mini free rein with one or a few highlighted characte rs. The use of reward dimension targets the more emotional side of the audiences. The benefits and offers are emotional and more abstract. For instance, in our case, this could be the promise of intimacy or modernity. As it can be deducted from this example, the benefits may not seem such related with the product itself at the first sight. The tools of non-verbal communication such as colors and music are used in these types of advertisements.The Construction of current as EmbarrassmentMenstruation is accepted, portrayed and presented as an embarrassing hygienic trouble which needs to check-out procedure hidden and covered up in the public realm, specifically from men. It is also seen as an obstruct on the way of achieving to the standardized and ideal womanhood norms as Evans also points outs. Menstruation stood in the way, as a affright to a womans reaching the ideal of beautiful womanhood, (Evans, 1995, p. 25) both of these negative connotations helped the construction of men struation as plethora for females.As an historical inheritance, this fuss is especial(a) to the ones private sphere. Thus, offering solution to this hygienic problem can easily be considered as overruling ones privacy. Advertisers observed that there might be negative reactions occurring, as viewers evaluate these advices as a violation of their liberties and privacy. In the specific type of commercial that we are trying to explore here, the producers of the advertisements could be accused of taking the indecorousness of talking about a private issue because these advertisements postulate the creative activity of a problem and describe menstruation as a breastwork with discomforting symptoms which put limits on ones mental and physical actions.Therefore, there is a message of You need these hygienic products to hide and relieve your embarrassment and stay pure and clean. Otherwise you would be stained and feel sheepish and dirty. For instance, Kotex started a series of adverti sement which are based on a simple question to women What weird things do you do on your special days? In the series, a famous actress took part and put down doing weird things such as carrying a awkwardly huge clench to hide her back, getting extremely angry out of little issues or taking photos of herself to check whether there is any stains caused by her period.The Myth of the charming Youth and BeautyWith the rise of the youth culture, advertisers shifted even more from health and safety to youth and viewer. Youth and all things modern have been idealized. (Del Saz-Rubio and Pennock-Speck, 2009) The advertisements that I watched were proving this statement since all women that took place in these advertisements were at the age of 17-25 or 30 at most. Moreover, the older women were portrayed as role models and advisers in the advertisements and they were not on the focus. Since all women are potential customers until they step into the climacteric (age 45-50 on average), the re should be another motive behind this choice. As another important point, there is a set of standardized beauty norms in these advertisements. For instance, there was no over weighted woman in any of the sanitary napkin advertisement I watched or analyzed. All of the women were conformed to the widely accepted body norms and standards. So, the modern woman is idealized at being young, free and normatively beautiful and the message of youth knows it better is given.Although sanitary napkins are started to produce from mid-1980s, its advertisement was not legally and culturally attainable until 1920s. First, sanitary napkin advertisements started to take place in womens magazines such as Vogue in 1920s. Then, in 1970s it became legally practicable for sanitary napkin brands to do advertising on television and radio. There were still a lot of written and unwritten rules For instance, these advertisements are shown during sidereal day which is considered as womens TV time, rather t han prime time hours. Moreover, it still stayed as a controversial issue and many contradictory to this new situation. We can evaluate this new era as a adoption phase in which blue liquid advertisements appeared in the scene. For a long time, blue liquid tests in laboratory environment are used all around the world, as well as in Turkey.The Messages in the Sanitary Napkin AdvertisementsAlthough the first advertisements focused on the promotion of the product by comparing the diffferent brands such as Orkid vs. Sanitary Napkin with labaratory experiments, this method has been abandoned by many brands recently or they were started to support by some charachters and mini drama scripts. The technique of placing highly oblige linguistic message has also been abandoned for the purpose of decreasing the sense of intrusion to private life and decisions directly. Instead of that, a mini drama script and some famous actresses that became public figures and whose consumption habits become t rends and followed by the consumers are used.When it comes to the spaces which are used in these advertisements are also important as one of the non-linguistic components. As I observed, the place is chosen as ones which are most far away from the main issue. One would bet that bathrooms are used in these advertisements but instead of this, broad and magnificent spaces are used in interior shootings and crowded and alive urban landscapes for external shootings. The message and intention of this choice is to decrease the possible restlessness of the viewers with the presupposition that menstruation is a disturbing issue which needs not to be talked or displayed with direct references to it. It should be softened and hidden as much as possible. Another message about the places is the emphasis on the modern and urbanized woman who is a part of the dynamic metropolis life. For instance, Molped and Orkid gave this message and Orkid even conducted a promotion campaign with its zgr kz N il Karaibrahimgil. This image is created exclusively for the campaign and she is portrayed as a free and strong woman who is capable of having a career and children at the same time. Thus, here we see that products promise modernization, urbanization and freedom to women according to new type of ideal woman. Therefore, we see that advertisement also impose a certain life style on women by using identification techniques.