Woman and gender in advertising: A semiotic reading

Authors : Esra Saniye Tuncer

Pages : 18-30

View : 45 | Download : 22

Publication Date : 2019-04-30

Article Type : Other

Abstract :Abstract Semantic advertising analyzes are frequently found in the literature in different aspects. In this study we tried to have a semiotic analysis of Nokia cell phone brand advertisement. We reached to some conclusions in the case of using technology, with considering gender effect in an advertisement text. For this purpose, it is hoped that the findings obtained through semiotic analysis method via an advertisement text will shed light on studies on advertising and gender. In this article, it is determined that gender is used extensively in the ad text selected as a model. Besides that, - another of the findings we have obtained as an analysis is that - the advertisements were re-presented by editing real life and that the truth is manipulated. As a result, it can be said that;Advertisements naturalize / normalize, legitimize, nourish, support / reinforce, strengthen, build and rebuild the sexist patterns that exist in society, and however also re-present / construct reality.  
Keywords : Semiology/Semiotic, Advertisement, Gender, Woman-Man, Reality Construction