HIDDEN GENDER STEREOTYPES in TV COMMERCIALS/TV REKLAMLARINDA GIZLENMIS TOPLUMSAL CINSIYET ROLLERI

• Published in: Namik Kemal University. Sosyal Bilimler Metinleri no. 2; p. 123
• Main Author: Kiran, Elif
• Format: Journal Article
• Language: English
• Published: Tekirdag Namik Kemal Üniversitesi, Sosyal Bilimler Enstitüsü 01.03.2016
• Subjects: Gender; Stereotypes; Television advertising
• ISSN: 1308-4453; 1308-4895

This study focuses on TV commercials' role on depicting the stereotypical images of men and women. The aim of this study is to draw a framework of the hidden messages of gender stereotypical depictions of men and women in TV commercials in the light of selected studies in the literature. Five different researches from five different countries (India, Egypt, Pakistan, Netherlands, Turkey) have been put under the spotlight and the outcomes of these works are analyzed in order to formulate a general overview of the gender stereotypes in TV commercials. The commercials are reviewed under the categories of sex, role, credibility, location and product type. The results of this work have showed that the gender stereotypes in TV commercials are very similar to each other in all the works analyzed. Moreover, it was inferred that the gender stereotypes prolongs their dominance in TV ads. They all depicted women as bearing domestic roles, having less voice overs, being belonged to home or other domestic settings and being associated with domestic products while men were portrayed as having professional status, being authoritarian, being belonged to outdoor settings and being associated with non-domestic products.