Representation of women in advertisements (Eti, Magnum, Profi̇lo, ABC)

With the advancement of technology, the world has entered into a change. In today's consumer society, businesses distinguish and promote their products and services through advertisements. The intense use of advertisements and their great importance for marketing have led advertisers to develop various strategies. The use of female representation in advertisements is quite common. Consumers are tried to be influenced through female stereotypes. While doing this, advertisements continue to commodify the female body by displaying it as an object of pleasure. While advertisements promote the product and/or service offered, they also sell a lifestyle to the audience. By targeting the audience who want to identify themselves with the characters in the advertisements, the beauty, behavior, clothes and jewelry of the character encourage the audience. The subject of this research is the representation of women in advertisements. The representation of women in advertisements was examined within the framework of sexuality, housewife, sexy woman, well-groomed woman, mother woman stereotypes. In the first part of the study, advertising, brand, consumer, ethics in advertisements and women's representation in advertisements were examined. In the second part of the study, the commercials included in the sample were examined with the semiotics method. The data were obtained within the framework of Sassure's theory of semantic elements. In the commercials examined, the presentation of women with sexual connotations comes to the fore. The representation of women, who live for consumption, who are happy as they consume, who do not have a place in production, who are positioned in the house and who are reflected as responsible for housework, is examined within the ethical framework, not only within the framework of sexuality.