Semiotic analysis of woman image: A research in today's Istanbul outdoor advertisements

Communication, which has started with the existence of humanity has evolved day by day, has come into prominence and is continuing to gain importance. As for advertisement, which is an important element of communication has developed parallel to importance and progress of communication and is continuing to develop. Today, the easiest and most efficient way to reach the people who spend their time outside is through outdoor advertisements. The individuals are exposed to outdoor advertisements as soon as they leave .The social role of woman shows an alteration parallel to time and culture. Today, in our country, the role of woman is defined as a kind mother, a good wife, attractive, and successful in business life. This affects the usage of woman image in outdoor advertisement. The woman is both the target group and the object of the advertisements. While the gender of woman influences the outdoor advertisements, the woman image in advertisements is influential on the woman image in society.In the last section of thesis, the woman image in outdoor advertisement is analyzed by using semiotics. Visual and linguistic texts are analyzed together and the woman?s role in social life and advertisements are studied and the relation between them is presented in outdoor advertisements where the woman image is being used. Generally, it can be stated that woman image in outdoor advertisement and the woman image in gender are two notions, which interact with each other and develop and change together as a result of this interaction.Key Words: Woman Image, Gender Mainstreaming, Outdoor Advertisement, Semiotics.