THE USE OF SOCIAL ROLES CONFLICT IN TELEVISION ADVERTISEMENTS: AN EVALUATION ON THE PRESENTATION OF THE MOTHER-DAUGHTER-IN-LAW CONFLICT IN ADVERTISEMENTS

The main function of advertising is to inform the consumers about the products and services. Advertising also performs a task as a mirror reflecting the society. Advertising sometimes helps to form new social realities, and sometimes conveys the existing social realities into the content as the main element of messages and an appeal to persuade. Social roles are also one of these realities. The roles of women or men in the family or their social roles are frequently seen in advertisements. The message, which is designed through these roles, tries to convey social benefits of the product to the consumers. Thus, the advertisement sometimes presents the product as a tool to realize oneself. In this study, the roles of mother-daughter-in-law in ads and what kinds of persuasive messages are used to buy products and services through these roles are analysed. In the study, 28 television advertisements, which were used as the main element of mother-daughter-in-law figures, determined through purposive sampling and analysed through content analysis. According to the results of the research, it is seen that the conflict of mother-daughter-in-law is mostly mentioned in white goods and food categories in terms of product category; ironic and satirical humorous genres became prominent in the advertisements. While 96.4% of the advertisements included emotional appeals; 71.4% of them contained explicit conflict content. The emphasis on the superiority arising from the use of the product is also prominent in the advertisements. The function of advertising as a mirror reflecting culture presents a view that reflects ongoing conflict between the mother-daughter-in-law