The reflection of male gender in the context of social gender in television commercials( With semiotic analysis in cosmetic television commercials)

The concept of (public) gender is based on differences between masculinity and femininity. It also differs according to the various cultures. These differences between cultures are better visible in TV advertising and media. TV commercials are very important in reformation of public gender. In this study, with the help of semiotic method masculinity and femininity in the TV cosmetic commercials will be examined. The study is divided into four sections. In the first section, the concept of gender and the gender theories will be described. In the second section, the gender as a product of socialization and the relationship between media will be explained. Then in the third section, tv commercials will be explained in terms of gender roles. Finally in the last chapter, Paris School Semiotics and Greimas will be examined and "New Dove Men" and "Axe Dark Temptation" will be resolved with the help of "semiotic method" as cosmetic ads. Key words: 1. public gender 2. cosmetic television ad 3. Greimas 4. semiotic method