Gender and media: An analysis on advertisements

Since Ancient Greece, men have generally been associated with concepts of freedom, control and masculinity in the public sphere, while women have been associated with the family and their immediate environment in the private sphere. This distinction has been maintained since the industrial society until today. The distinct separation of public and private spheres has caused gender inequality to persist for many years. This study will focus on the presentation of women and men in advertisements and the distinction between public and private spheres from a gender perspective. The roles attributed to women and men in the most clicked advertisements in the context of gender will be analyzed by semiotic analysis method. This study will consist of six chapters. The first chapter will be an introduction, the second chapter will cover the concepts of public and private sphere, the third chapter will include explanations on the concepts and theories of sex and gender. The fourth chapter will focus on advertising and how gender roles are reflected in advertisements. The fifth chapter includes the research design and methodology. In this section, the purpose of the research and the method used in the research will be explained. In the sixth chapter, the results, findings and interpretations of the research will be explained. In the light of this information, the study will be completed with a conclusion in which the results are interpreted in general and the way women and men take place in the context of gender roles and stereotypes in advertisement films will be revealed. Translated with DeepL.com (free version)