Semiotic Analysis: Examining the Image of Women in Advertising Within the Context of Gender Inequality
Semiotic Analysis: Examining the Image of Women in Advertising Within the Context of Gender Inequality

Author(s): Hidaye Aydan Bilgilier, Baha Ahmet Yilmaz
Subject(s): Gender Studies, Media studies, Marketing / Advertising, Socio-Economic Research
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Advertising; gender roles; Gender Inequality; Women;
Summary/Abstract: Commercial radio channels, newspapers, magazines and television are available in most countries of the world today, and advertisements are a natural part of people’s lives. Different media tools are used by both local and national companies to reach potential existing customers and consumers. Most people around the world today are exposed to massive amounts of television advertising. (Furnham, 1999; 407). This, combined with the fact that television commercials control the beliefs and behaviors of society, makes it interesting to examine how advertisements are designed. In addition, since gender is one of the largest segmentation variables, there is a great interest in gender-related research among marketing researchers.

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