Toplumsal Cinsiyet Eşitsizliği Bağlamında Ataerkil Bakışın Reklamlarda Tekrar Üretilmesi
Reproduction of the Patriarchal View in Advertisements in the Context of Gender Inequality

Summary/Abstract: As a continuation of the patriarchal perspective and traditional gender roles, starting from childhood, men and women are socialized differently, directed to different professions and expected to play different roles. Advertisements published in mass communication channels adopt the codes of social culture, reinforce the existing understanding and reproduce the dominant culture by repeating it. Sexist stereotypes in advertising content, reflections of gender inequality, depictions in advertisements, objectification of women and their exposure to invisibility are shown with secret messages and codes. While it is common to see representations of hegemonic masculinity being strengthened and men's power over women in advertisements, there are also findings that women are trivialized, underrepresented, sexualized as sex objects and constantly ignored. Advertisements become a powerful medium for the construction of the idea of gender, with male and female roles being characterized and conforming to the gender hierarchy. To address these problems, this study analyzes television advertisements that reflect the values determined by gender roles and refer to sexist stereotypes and unequal discourse, using a semiotic method. In this study, television commercials named “Sahibinden.com Demek Aracı Anında Almak, Satmak Kiralamak, Keşfetmek Demek” and “Civic Type R’ın 2.0L VTEC Turbo motoru ile #GüçSendeArtık” were analyzed using Semiotic analysis methodology. The results of the study support the idea that gender inequalities are common, where men are given dominant roles, power is equated with masculinity and masculine superiority is reinforced with hierarchical representations, women are shown as passive and decorative objects, the focus is on their physical appearance rather than their skills and abilities, and portrayals of women as more fragile, more delicate and softer are common.

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