The Promotional Love of Celik and Celiknaz Gender Roles in Arcelik Commercial Films

Sarbay Z. S.

ILEF DERGISI, cilt.2, sa.1, ss.95-114, 2015 (ESCI, TRDizin) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 2 Sayı: 1
  • Basım Tarihi: 2015
  • Dergi Adı: ILEF DERGISI
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.95-114
  • Anahtar Kelimeler: Gender, marriage, love, gynoid, commercial films, Arcelik
  • Ankara Üniversitesi Adresli: Evet

Özet

This article aims to analyse the representation of gender through a semiotic analysis by examining the commercial films of animation characters of Arcelik, Celik and Celiknaz. The narratives, collected from 20 commercial films, are grouped in three sections. Firstly the gender codes are presented by examining the physical properties of Celik and Celiknaz and their relations with each other; secondly the determination of gender roles are analysed in the context of marriage and finally the new identity Celik gained after the marriage is interpreted. Although the gender issue is not emphasized in the commercial films in which Celik is alone; after Celiknaz is placed as an "other" into heteronormative structure, the gender emphasis of both characters in the films are discussed.