Reklamlarda Erkeklik: GQ ve Men’s Health Dergilerindeki Reklamların Eleştirel Bir Okuması

Abstract

The world of meaning which is created by advertisements builds on representations, metaphors and discourse, and then is presented to receiver of the ads. The ads that are formed within a culture enable various cultural analyses. Masculinity is one of the codes that are represented in advertising. In this study, the representation of masculinity is critically analysed, with reference to economical, political and cultural meanings that exist behind the visible content. This study also references, how these meanings are built and their relationship to the social. Six advertisements from GQ and Men’s Health magazines were reviewed. Two of the ads had a very short text apart from the brand names, and the remaining ads were text-free, therefore analyses were based on a critical approach towards visual elements such as gaze, posture, touching and types of masculinity