Social gender in cleaning product advertisements role analysis

Advertisements have the power to influence the society by reaching large masses of people and promoting goods and services through television. Gender roles, shaped within the framework of social norms, express cultural and social phenomena in connection with the notions of femininity and masculinity, but also include the roles that society assigns to women and men. Television advertising is one of the important means of publicizing goods and services and has an important role in the construction of gender roles with the reproduction of gender inequality. In television commercials; social structure, culture, traditions and the effects of gender traces are encountered. In the television commercials, patriarchal and masculine discourse provided the continuation of the male-dominated structure. it also has an important function in reinforcing gender roles through positioning on women. In publicity, public space is mostly attributed to men, while men are shown as individuals working outside the home. While the woman is presented in the private space as a carrier of traditional roles such as cooking, washing dishes, taking care of children, cleaning, the mother and married woman often appear in advertisements. The aim of this thesis is to represent the roles of men and women in television commercials, which have a significant impact on influencing people, to analyze the social roles attributed to the sexes and the role of women in the society in transferring the social position of women in traditional discourse in certain patterns and the advertisements shaped by the male dominant structure within the framework of feminist theories. For this purpose, the images of women and men used in advertisements and the indicators that are related to them are analyzed by semiotic analysis method and it is tried to explain how the images, discourses and messages used in the cleaning product advertisements contribute to the reproduction of gender inequality. In this research, using the purposive sampling method, which is one of the non-probability sampling types, in the conceptual framework provided by feminist theories, 6 commercial films of Alo, Ariel, Mr Muscle, Parex, Pril and Ace on national television channels which were broadcast in Turkish were analyzed by semiotic analysis method. It has contributed to the re-production and consolidation of gender roles by aiming to reveal gender roles in advertising campaigns and their meaning through these roles.