Women's Language Used in Advertisement Musics: A Sample of Nil Karaibrahimgil

Abstract

The subject of this study is determined based on the idea of Luce Irigaray, one of the French Feminist theorists, who stipulated that women should form their own language. According to Irigaray, men do not rule the world together with women as subjects with gender who have equal rights. For this reason, she argues that the feminine species can be rendered valuable by a language transformation. The aim of this study is to discuss the prospect of Irigaray's philosophical quest concerning women's language and to present some examples within this context. Advertising films reflecting the social structure of the country were seen as a tool for the necessary language transformation and formed the sampling area of this study. Within the scope of this study, some of Nil Karaibrahimgil's commercial songs were examined in line with Irigaray's thoughts. These commercial songs were determined using criterion sampling method. The paradigms that form the basis of qualitative research approach have been accepted. Semiology was used in data analysis. The findings showed that in lyrics with women saying only what belongs to them, valuing feminine species and that lead to a language transformation were present.