Use of fairy tale language in advertising and women's representation

Fantastic expression; while taking its place as a genre in literature; cinema, television and advertising films. Fantastic narrative genre has become a popular appreciation in literature and cinema and has brought about the use of this narrative genre in advertising. In commercials, advertisers prepare fairy-tale language commercials where the real world and the magical world are told together. Advertising films start with an event in the form of a cinema film and develop with a problem that the target audience can solve, and in the last part, the promise of the product or service is transferred. One of the reasons why the fantastic narrative type is used in advertising is to arouse curiosity in the audience and increase the interest in advertising. The main purpose of this thesis is; The aim of this course is to explain why and why tales belonging to folk culture are used in television commercials in the light of critical cultural theories. Another aim is to examine the "use of fairy tales mark in brands' television advertisements from a semiotic perspective, and to examine how the roles assigned to women are adapted from fairy tales to modern times.