Lüks Takı Reklamlarında Postfeminizm Vurgusu ve Geleneksel Toplumsal Cinsiyet Rollerinin Kaynaşması
Postfeminist Emphasis and the Blending of Traditional Gender Roles in Luxury Jewelry Advertisements

Summary/Abstract: Advertisements blending postfeminism with traditional gender roles often present contradictory or "hybrid" themes. These ads claim to empower women while simultaneously reproducing conventional gender norms. This study examines how representations of women in luxury jewelry advertisements are shaped by postfeminist sensibilities and intertwined with traditional gender roles through critical discourse analysis. The analyzed ads portray women as strong, confident, and autonomous decision-makers. However, they are also positioned within narratives that emphasize traditional femininity-grace, emotion, and aesthetics. Women choose their own diamonds and assert power, but this empowerment is framed through consumption, visual style, and emotional attachment. Findings reveal that the discourse of emancipation is largely constructed through individual choices. These choices reinforce the image of the modern woman who still conforms to expected traditional gender roles.

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