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

Uray N. , BURNAZ S.

SEX ROLES, vol.48, pp.77-87, 2003 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 48
  • Publication Date: 2003
  • Doi Number: 10.1023/a:1022348813469
  • Title of Journal : SEX ROLES
  • Page Numbers: pp.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.