Reklamlarda Toplumsal Cinsiyet Temsilleri: Opet Örneği
Gender Representations in Advertising: The Case of Opet

Summary/Abstract: In the digital age, media content is meticulously produced with consideration of societal values. In this context, advertisements do more than promote products; they also reinforce gender roles through cultural and ideological messages. This study examines gender representations in advertisements using purposive sampling, selecting Opet commercials as the focus. In particular, Opet’s International Women's Day and Father’s Day advertisements employ different strategies for representing gender roles. The study utilizes Roland Barthes' semiotic method to analyze how symbolic elements in advertisements construct gender roles and how these structures are reproduced through cultural and ideological codes. The findings indicate that the analyzed advertisements reinforce traditional gender roles while also presenting a critical perspective in certain instances. Contradictions in gender representations in special occasion advertisements reveal how the brand both reflects patriarchal norms and simultaneously attempts to question them. The results highlight the necessity of broader discussions on the transformation of gender representations in the media.

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