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

Uray N., BURNAZ S.

SEX ROLES, vol.48, no.1-2, pp.77-87, 2003 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 48 Issue: 1-2
  • Publication Date: 2003
  • Doi Number: 10.1023/a:1022348813469
  • Journal Name: SEX ROLES
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.77-87
  • Keywords: gender roles, advertising, content analysis, television, MAGAZINE ADVERTISEMENTS, TV COMMERCIALS, SEX-ROLES, WOMEN, STEREOTYPES, ADS
  • Istanbul Technical University Affiliated: Yes


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.