Özet:

While gender is used as a concept related with the biological identity of the individual, communal gender is used for the meanings that are attributed by community and the expectations based on these meanings. From the moment individual is born he/she is exposed to inducements according to gender with the community and these inducements convert to expectations within the communal patterns. The individual who tries to form his/her character within the dilemma of inducement and expectation, learns what he/she has to do (or should not do) through his/her gender from his/her close and distant social circle and mass communication tools. Community mostly burdens only rules to the individual without questioning what is right or wrong; values are materialized in this course of adaptation and are being transferred to the individual with some patterns. Written and visual media is able to target individuals directly especially through e-media. On the other hand, some brands which try to convey their messages through media, introduce their brands by highlighting the communal gender elements and selects some codes for themselves as communication style which highlight gender. Explanation of these codes and examination their effects on target masses is being performed by semiology. Semiology is a field of science examining all intermediates with communication purpose, researching their relations among each other and trying to detect their types. Therefore studies and relations performed since first human are subject of semiology. Because human enters a course of interpretation due to its ability to think, decide, correlate and extrapolate (these abilities differentiate human from other creatures) On the other hand, this interpretation course can be directly canalized by today’s brands or they can effect the interpretation course directly with the determined codes. In this study, the codes of Axe brand, messages aimed to be given with these codes and the effect aimed to be created by the advertisements will be examined by semiology. Accordingly the Axe advertisements in international http://adsoftheworld.com website which has a wide archive including advertisement studies were examined. 15 advertisements selected (according to certain criteria) among the Axe advertisements in the webpage were handled under the scope of semiology and were examined in detail

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