Representation in advertising has been debated and pointed out for many years but never gets old. The fact that the world population and the diversity in the population are growing day by day has made the issue of how this diversity is represented in advertising even more important. This study revealed opinions and views about representation in advertising in Turkey. In this context, the views and opinions of the viewers on how the diversities such as gender (biological gender, sexual orientation, gender identity), age, ethnic origin and disability are represented in Turkish advertisements has evaluated within the context of women, men, LGBTIQ, children, ethnicity and disabled people representation in advertising.
In order to reveal the views and opinions of the viewers’ women, men, LGBTIQ, children, ethnicities and disabled people representation in advertising, a questionnaire had designed. To construct the questions and the scale in the questionnaire, the findings of the focus group interviews conducted before the survey were used. The questionnaire consist of 7 open-ended, 9 multiple-choice question, 2 demographic questions and a 5 point likert scale with 5 expressions. By convenience sampling the questionnaire has been conducted with 458 people through googleforms between January 5 and 15, 2020. The data obtained from the survey were analyzed in two stages. The responses to open-ended questions were analyzed using content analysis method, and the frequencies into the categories revealed as a result of the content analysis was determined by frequency analysis. The responses to the 7 open-ended questions, designed to determine what are the problems with the representation of the women, men, LGBTIQ , children, ethnicities and disabled people in advertising, had analyzed with the word analysis method using TSCorpus (https://tscorpus.com) and the most frequently repeated words had visualized with the word cloud using Powerbi (https://powerbi.microsoft.com).
According to the results of the survey, the representation of all groups, including women, men, LGBTIQ, children, ethnic groups and minorities and disabled people in advertising is problematic. Participants have the opinion that the aforementioned groups are not properly and accurately represented in advertising. The representation of women in advertising has emerged as the most problematic representation among other groups. It has stated that in advertising women are represented by sexist discourses. Participants have the opinion that LGBTIQ individuals are not represented in Turkish advertisements and they are ignored. The least problematic among the other 5 groups emerged as the representation of the disabled individual.
The main problem with the representation of women was expressed as having sexist discourses. Participants are of the opinion that LGBTIQ individual representation is not included in Turkish advertisements and LGBTIQ individuals are ignored. The representation of the disabled individual emerged as the least problematic representation among the other five group representation.
Anahtar Kelimeler: Representation, Representation in Advertising, Representation of Diversities in Advertising
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