Abstract:

The purpose of this study is to compare how gender-friendly behaviors are presented in advertisements where children are presented and how these forms of presentation are performed with research on the lesson books. For this purpose, 40 advertisements identified in the food and beverage category have been studied using the content analysis technique. In the advertisements in this category, the woman’s appearance in a position of authority over the product, her nutritional characteristics, her knowledge of food and beverage and her compassionate structure show that the traditional roles of this genre areined. Children’s gender-friendly behaviors are presented at almost equal energy for boys and girls. However, no advertising has been found in the ads that the girl is passively presented while the boy's passivity is not included. In addition, the rumor that was considered unique to women, was also made to girls, and tried to be compared to adults. Comparing the data obtained from the study with the studies on social gender presentations in the curriculum books will allow researchers working in this field to evaluate both fields together.

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