Abstract:

Considering the cultural elements, it’s natural to conclude that the image of women has different meanings in different cultures. This study aims to discuss and investigate the manners in which the woman image is utilized in tourism commercials in the context of gender. In doing so, the study makes use of semiotic analysis. Four tourism commercials on the “Go Turkey” website were examined in this respect. Evaluating the results of the study in a broad manner, the study reveals that the use of the stereotypical or assigned woman image in tourism commercials is still common. On the other hand, the woman image has also been displayed from different perspectives. In the commercials investigated, the female image is depicted in typical roles where they pay attention to their careers and families. Besides, during the commercials, the woman also carry out their duties and responsibilities even when they go on vacation. On the other side, the women’s image also portrays a strong impression that they are adventurous, free-minded, and can also spare time for themselves.