The role of women in advertisements in Kyrgyzstan

As a tool of the media, advertising not only reflects the norms and foundations existing in society, but also reproduces and reinforces them. Among these norms is the concept of gender. Gender can be defined as male and female roles and behaviors expected by society. This study investigated advertisements with women represented in Kyrgyzstan that aroused criticism in popular local media. The aim of the study is to examine the reflection of the role of women in Kyrgyzstan society through its presentation in advertising. Semiotic analysis was used for this purpose. Research shows that Kyrgyz advertisements predominantly portray women as defenseless, weak and submissive to men. In addition, the ad normalizes bride kidnapping, polygamy, objectification and sexual harassment of women.