Armine Brand Headscarf Analysis

Recently, I saw a billboard which advertises Armine brand headscarf. There were three young women, wearing headscarves and riding a bright red car. It was not realistic, I thought. You can’t see three conservative women driving in a fancy car alone at night. It was like magazine covers, the superwomen pictures, which are also not realistic. We know that these superwomen are not real but we still want to be like them secretly or without notice. You can say, what is wrong with this? Trying to be as intelligent as Angela Merkel or successful like Meg Whitman is not a problem. You can try at least, I don’t care. Bu the thing which really matters is the stereotypic women figures who are perfect. Are not they so unnerving? People try to be like them

They should look after their babies, husbands, mothers, fathers, father in laws, mother in laws, grandparents… The list goes on. It is like as if her only aim in life is babysitting for children and grown-ups. There was such a woman which I knew. She was our old neighbor when I was 7. Hatice was conservative (praying five times a day), not touching to other men and not looking directly at their eyes.She was also trying to comfort her family while enduring the hardships in her life. The media imposed me that Hatice is the ideal mother and ideal wife for the happy family life. Even in the most unrelated armchair advertisements, they thought me that idiom: “The female bird makes the nest”. Two months later she divorced her husband since he cheated her. How was that possible? She had to have a perfect family and relationship. She was exactly that stereotypic and conservative housewife. She was dependent on her husband emotionally and financially and she can’t do something more sophisticated than the traditional foods; “içliköfte” or “mantı”. Maybe this was the main problem which media was not mentioned; she was helpless without her husband, not free, not self-confident. This is the reason why I hate stereotypic women figures since they are not promising the perfect

There were comments stating that there is also a superwomen stereotype since women are more involved in the working life. You are all right. But this does not change the fact that stereotypes put an extra burden on the women. Media want Turkish women to be dependent and conservative for years. But the superwomen is completely different! Who should I be? Can I be both of them as the society expect me to be? Can I both have a child and have a career in the future as it had said in the Orkid advertisements? I am imagining myself struggling to feed my child while preparing a presentation on a computer. Most probably I would give the spoon to computer and type on the baby. You can listen to Orkid's advertisement song: https://youtu.be/SGLtboi31gI When you hear the lyrics you will notice that such a woman does not