An analysis of the portrayal of gender roles in Turkish television advertisements

Uray N. , BURNAZ S.

SEX ROLES, cilt.48, ss.77-87, 2003 (SSCI İndekslerine Giren Dergi) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 48
  • Basım Tarihi: 2003
  • Doi Numarası: 10.1023/a:1022348813469
  • Dergi Adı: SEX ROLES
  • Sayfa Sayıları: ss.77-87


The aim of this study was to examine gender role portrayals in Turkish television advertising. For this purpose, a content analysis of the advertisements that aired on the selected 6 television channels was carried out. Three hundred fourteen independent advertisements were coded according to general characteristics of the advertisements and demographic and attitudinal/behavioral characteristics of the primary figures. The data show significant gender differences in these 2 groups of variables. The findings are also compared with findings of other research conducted in different cultural settings.