Hatice Dogan Sudas
Research Assistant, Cukurova University, Turkey.
Serap Cabuk
Professor, Cukurova University, Turkey.
Deniz Zeren
Lecturer, Cukurova University, Turkey.Portrayal of Mother in Turkish Print Advertising
From early 1960s, women portrayal in advertisements captured the
interest and efforts of numerous researchers in marketing literature.
This resulted in several national and cross-national studies at both
macro and micro levels, focusing on sex role portrayals and stereotypes.
These studies revealed the different gender roles reflected in
advertisements for women, such as mother, a housewife, a decorative
or a sex object. Although mother is the main decision maker and
ultimate buyer for most of the product categories, mother role of
women is undermined in the literature. This study extends the
literature by focusing on the mother role of women since mothers are
the ones who shape household consumption.