Feminist approaches in graphic design were examined at CIU

Cyprus International University (CIU) Faculty of Fine Arts, Design and Architecture, Department of Graphic Design, discussed feminist approaches in graphic design at the event they organized.

The event that was organized online within the context of the Covid-19 measures, designer and academician Vildan Açan gave information in relation to female focused advertising, under the title “Femvertising: Feminist Approaches in Graphic Design”.

Explaining that at the core of the word Femvertising, which is an English word, the definition is the combination of feminism and advertising, Açan elaborated that advertising prepared within this context aims to empower women and gain them self-esteem.

Drawing attention to the fact that the concepts of gender and social gender are not equal to one another, Açan went on to say, “Gender is a biological difference that we have from birth. Biological differences that can be determined from our birth, such as our chromosomes and sexual organs, social gender however is masculine and feminine social classifications”.

Informing that society teaches girls and boys as individuals to be a part of the social gender, Açan continued that these are simply, “Molds, such as girls do not play football, boys do not play with dolls, or boys do not laugh”.

Referring to the struggle in relation to gender equality, Açan noted that societies raise individuals into certain sexist molds, and underlined that in the 21st century, individuals should be equal in terms of rights, responsibilities, and access to opportunities.

Pointing out that across the world there are serious problems that need to be overcome in terms of equality, Açan continued, “Discrimination initially begins with the parents. The moment children are born, they are differentiated with the blue and pink colors”. Açan explained that children first observe, then copy, and then based on the reactions they receive, they learn how to behave according to social gender”.

Açan emphasized that the media provides the opportunity to learn by observing and reinforces gender stereotypes. Expressing that in line with the demands of the media, graphic design prefers to use these molds, Açan noted that due to this, social roles becoming familiar is assisted.

Asking the question “Why femverstising?” in her speech, Açan informed that there are two general approaches, “The first is the commercial approach. Women have started to become stronger economically, they are making money. We cannot ignore women. They stand before us as an economic power. The second is the cultural approach. The age and era have changed”. Expressing this situation as the “spirit of the time”, Açan underlined that with the efforts of femvertising, there has been the courage to go beyond clichés, and that questioning the language used in advertisements, and the advertiser's sincerity have developed. Speaking in relation to criticism, Açan underlined that although femvertising is done for mainly commercial purposes, that it can also be used as a tool in the struggle for gender equality.