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dc.contributor.authorUçar, A.en_US
dc.date.accessioned2016-02-08T10:16:15Z
dc.date.available2016-02-08T10:16:15Z
dc.date.issued2006en_US
dc.identifier.issn13003984
dc.identifier.urihttp://hdl.handle.net/11693/23602
dc.description.abstractThis article is devoted to analysis of gender stereotyping in a TV commercial with a special focus on patriarchal family and family folklore. A recent TV commercial promoting consumption of hazelnuts, namely "Cave Man", portrays a "pre-historical" patriarchal family which reproduces stereotypical gender roles in economic and social spheres. In the commercial, women appear in stereotypical roles in which their position confined to private sphere of "cave" and excluded from knowledge. While two female protagonists cook and flaunt the "discoveries" of their husbands "inside" of a cave, two male protagonists "discover" fire and hazelnuts "outside" the cave. The commercial which reproduces passive, subordinated and domicile female stereotyping, stretches the historical domination of man to pre-historical ages and attributes universality to patriarchal nucleus family. The cave man, who discovered "hazelnuts", uses ciphered and vernacular phrase, "Aganigi Naganigi, to call his mate for sexual intercourse. Underlying message of the commercial conveys that "hazelnuts" help to increase male sexual power. By using oral formulas and rhymed slogans as its advertising strategy, the commercial increases the efficiency of its message, which explicitly stresses male sexuality and power while confining female identity and experience to a "cave".en_US
dc.language.isoTurkishen_US
dc.source.titleMilli Folkloren_US
dc.subjectFamily folkloreen_US
dc.subjectGender rolesen_US
dc.subjectPatriarchyen_US
dc.subjectTV commercialsen_US
dc.titleA feminist approach to family folklore: "Aganigi Naganigi"en_US
dc.title.alternativeAile folkloruna feminist bir yaklaşim: "Aganigi Naganigi"en_US
dc.typeArticleen_US
dc.departmentDepartment of Turkish Literature
dc.citation.spage75en_US
dc.citation.epage78en_US
dc.citation.volumeNumber9en_US
dc.citation.issueNumber71en_US


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