Özet:

The main objective is to increase sales, advertising also takes various roles as it is a means of communication. Advertisements, which have many functions from socialization to economy, from entertainment to culture transfer, in addition to their consumption habits, also influence and change social habits. The messages in the ads often also show how the ideal should be. Gender, which is one of the social issues, comes at the forefront of the topics represented in the advertising. Women and men’s roles are adjusted to social expectations and habits in advertising. In addition, women and men are ideally represented in order to attract the attention of consumers with these people to the product. From here, the focus group interviews were conducted with students chosen according to the principle of volunteering, and the women and men heroes in the advertisements were asked to be evaluated in terms of gender codes. The reviews of women and men who are the face of the brand vary according to the product while the results were obtained differently according to the gender of the participants.

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