Özet:

The concept of gender, unlike the concept of sex, is produced by society and is reciprocated back to society again through different means. When media is considered, advertisements bring gender stereotypes to the screen multiple times daily and cause the reproduction of gender roles. For this reason, it is important to examine the effect of gender stereotypes in advertisements on their viewers. In this study, the effect of gender stereotypes in advertisements on women viewers was examined. Within the scope of the study, commercials of companies from various sectors were selected and analyzed using the semiotic method. Atasay firm's “Tak Sana Yakışanı”, Hotpoint firm's “Yine mi Çiçek?” and İşbank's “Baba Para” advertisements were chosen for the research. These advertisements were shown to 9 female participants and semi-structured interviews were conducted with them based on their observations in the advertisement. According to the results of the research, it was determined that there were references to gender roles in the aforementioned advertisements and that the participants were aware of these references. The participants preferred to see women as independent, self-sufficient personalities on television. Further, it was observed that, though the participants objected to the portrayal of gender roles in advertisements they seem to be accustomed to them in their daily lives.

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