The aim of the study is to explore the image of conservative woman and her luxury consumption attitude at the postmodern consumption culture. To do so, content analysis research of the ads of the only conservative woman and style magazine of Turkey called Aysha Magazine is made. First of all, in order to understand the place of the conservative woman within the postmodern culture, the advertisements of Aysha Magazine, issues between January 2013 and October 2017 are observed by content analysis. So that, the advertisement message and the advertisements’ content are figured out. How conservative woman is described through the advertisements and what kind of advertisements the magazine provided are explored. The advertisement strategies, the advertisement variables and the volume of the conservative content of the ads are also determined. The relevance of the ads and the target audience are questioned. As a result, it is found out that Aysha Magazine has conservative factors and tendencies which attract conservative women. The advertisements describe the image of conservative women who follow trends and fashion. The “Style” pages of the magazine give information about luxury brands. At these pages both luxury products and luxury consumption are encouraged.
Postmodern Marketing Luxury Brands Fashion Image of Conservative Women Advertisement
Postmodern Pazarlama Lüks Marka Moda Geleneksel Kadın İmgesi Reklam
Birincil Dil | Türkçe |
---|---|
Konular | İletişim ve Medya Çalışmaları |
Bölüm | Araştırma Makaleleri |
Yazarlar | |
Erken Görünüm Tarihi | 23 Şubat 2023 |
Yayımlanma Tarihi | 25 Şubat 2023 |
Gönderilme Tarihi | 14 Nisan 2022 |
Yayımlandığı Sayı | Yıl 2023 Cilt: 14 Sayı: 37 |