Abstract
The study was carried out to find out whether women are objectified in the source language (English) verbally and non-verbally, and evaluate and assess the advertisers and translators’ role in objectification of women in the target language (Turkish). To evaluate the objectification of women in the source and the target languages scientifically, the researcher developed a scale consisting of 16 items, which analyse any advertisement in terms of verbal and non-verbal objectification. To ensure reliability and validity, four experts’ opinion as to the items of the scale was resorted and statistical analysis was carried out before it was applied to. Magnum ice cream, Toyota, Efes Zilli Sally & Delikanlı Harry, Game of Sultans and L`Oréal Paris skin cream commercials were analysed verbally and non-verbally in two languages. The results of the study show that in both languages, women are extensively objectified and in some advertisements, the physical beauty of women was dehumanized and even reached to the border of pornography.
Highlights
In our ever-globalizing world, virtually everything is being materialized and nothing is immune to this prevailingorder in which roughly everything and everybody has a price to buy and sell
To gain consumers and profits, the actors in the ruthless advertising word exploit whatever they have in their stock
This study aims at developing a checklist that could help to evaluate objectification of women, revealing how women are objectified in the source language verbally and non-verbally and discussing the role of translators in objectification of women in the target language
Summary
In our ever-globalizing world, virtually everything is being materialized and nothing is immune to this prevailing (dis)order in which roughly everything and everybody has a price to buy and sell. The proliferating opportunists never miss any chance to capitalize on everything even on human bodies and souls at all cost. Advertising has been playing a pivotal role in turning the world into a uniformed place with no defined boundary and soul at least culturally. Advertising has an ultimate aim: to promote goods and sell it at any cost. To gain consumers and profits, the actors in the ruthless advertising word exploit whatever they have in their stock. The allure of women for the advertisers has always been exploited. Some studies suggest that the feminist critique of advertising for depicting women as sex objects may not be a universal phenomenon (Frith et al, 2005). Some studies have extensively studied the sexuality and objectification of women in advertisements
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