Abstract:

Social gender is the roles and responsibilities imposed by society to be a woman and a man. Today, advertisements also contribute to the integration of women and men’s representations and social gender patterns they present. But with the motivation that feminism has shown, women and men’s representations that exist in advertisements have begun to change. In this direction, the study pointed to the changes in the women and men’s representations that the brands present in the advertising films. For the purpose of showing the changes in the representations compared to the past, the target sample of the Beko brand "We're With When the Injury in the House Moves" and the "3 Floor, 3 Separate Taste" advertising films and the Dove brand's "Sabun" and "Beyond the Ezer" advertising films have been displayed in an indicative perspective. The solution was addressed under the titles "General Imaging, Storytelling Structure and Meaning". Research finds that by changing the shapes of female and male representations that brands present in their ads after the rise of feminism, they began to create representations outside the existing social gender patterns.

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