Re-reading the gender roles: Semiological analysis of finish 'Together in the Kitchen' advertising campaign

Conventionally individuals are grown up with social and cultural values of the society where they born inside. This tradition and other cultural facts, which are handed down from generation to generation, are also imposed to individuals by the elements of society such as family and social enviroment. These elements assign some certain roles to individuals which are based on biological differences between man and women and showed up according to tendency of the society. This process conventionally creates the essence of gender definition in societies. However, there are more than this to re-produce the gender definition. Gender definition shows impact and reproducibility on public life, social areas, economy and politics as well as media which is a common point of our technological era's mass communication system. Purpose of this work is evaluating commercials of a global dish washing brand named "Finish" within the context of gender definition and analyzing their t.v commercial films "Mutfakta Birlikte / Together in Kitchen" and second phase of their campaign which is produced specially for 8 March Internationl Women's Day according to semiotic approach. Both these commercial films aims to breaking clichés of gender definition. As a result of work, it is clearly seen that 'Finish' shows unusual approach and point out gender inequality. From this perspective, 'Finish' reminds the importance of breaking down stereotypes to people and this attitude can be example for other brands. Key Words: Gender, Semiotics, Media, Advertisement, Finish 'Mutfakta Birlikte' Advertising Campaign.