Semiotic analysis an mobile phone adds which are published in newspapers and magazines

İn this thesis we tried to gain some conclusions about using of technology related to social gender by semiotic analysis on mobil phone advertisments published in various papers and magazines. İt was concluded that gender has been frequently used in this advertisments texts. Especially patriarchal (man dominant) values have been dominantly used in them. Men and female images placed in these advertisments have been paralleled with traditional myths related to ideology of gender. Further in these texts while men have been presented as object position, women have been presented as subjects. When these texts were examined about using of technology it is seen that while men are presented as user of technology as objects, women are generaly identified with technology as subjects. Thus this stuation can be evaluate as a reflection of the patriarchal social and cultural structure. Finally it can be said while advertisments reflects the values of cultural and social structure in which they were produced, at the same time they reproduce and reinforce these social and cultural values as well. JSP 4?