POSTMODERN TOPLUMDA ATAERK L DüZEN DE YOR MU? POPüLER KüLTüR NDE C NSELL K KULLANIMINA ELE T REL B R BAKI : B SCOLATA REKLAMLARI VE ERKEK MGES

The objective of this study is to examine the possible changing in patriarchal order and in today's consumer society how marketing tactics and ads use male or female body as a commodity with the aid of the image of man on Biscolata biscuit TV commercial. In this study, primarily the concept of sex, gender and image will be examined. After that, these ad serials (Biscolata biscuit) will be analyzed using the semiotic method of Roland Barthes.