Advertisements are known to be tools designed to promote or purchase a product or service. As a result of today's changing consumer society, firms are in a tough competitive environment for the products they produce or the services they provide. This leads companies to try different and new ways of advertising in the same competitive environment. It is one of these ways to use the subjects of known fairy tales, good or bad characters and the messages conveyed in the advertisements. The representation of women in advertising has been the subject of debate for a long time, and over the years, the representation of women in advertising has increased markedly. The main target of household cleaning products advertisements known as women is the aim of conveying the product to the consumer by designing the product as an aid to the ‘ideal life’ message. In this study, in CIF Power product series, the subjects that are identified with fairy tale characters and in which contexts they are trying to show the ideal life promised by the product are examined. Women's image is used in which connections are used with the product and how a relation is established between the reference stories and the fictional story.
Keywords: advertising, design, woman portrayals, fairy tale