This study examines the visual and verbal content of advertisements in women’s magazines published between 1980 and 1990 in Turkey. Based on content analysis, we established the categories of products and services, age, body parts, women’s roles, clothes, and locations. We determined the five most frequent words employed in all grammatical or lexical forms: beautiful (güzel), to live (yaşamak), new (yeni), skin (cilt), and young (genç). By examining the data through informal learning, the study looks at how consumer-oriented values were taught informally to women readers during a period when Turkey underwent integration with the neoliberal global economy. We argue that the advertisements in women’s magazines were effective both in terms of disseminating the dominant values of the era and in causing women to informally internalize the consumer-oriented values required for the development of the desired female subjectivities of an emerging neoliberal society.

这项研究调查了1980年至1990年在土耳其出版的女性杂志中广告的视觉和言语内容。根据内容分析，我们确定了产品和服务，年龄，身体部位，女性角色，衣服和位置的类别。我们确定了在所有语法或词汇形式中使用的五个最常见的单词：美丽（güzel），活着（yaşamak），新（yeni），皮肤（cilt）和年轻（genç）。通过非正式学习检查数据，该研究研究了在土耳其与新自由主义全球经济融合期间，如何向女性读者非正式地讲授面向消费者的价值观。