COMPARATIVE ANALYSIS OF WOMEN'S REPRESENTATION IN TELEVISION ADVERTISEMENTS: Example of H&M and Turkcell Smart Woman’s Club

The content produced by mass media is thought to represent the dominant male-dominated thought in society. In this context, the media, especially television, has been the subject of many researches. The relationship between gender and television is a subject that is frequently discussed in the field of social sciences. Similarly in the television broadcasts, it is seen that women hav？e been represented with patriarchal perspective. In this context, it is possible to state that television broadcasts can be defined as a set of indicators in which gender patterns are produced and presented to society. Ads on television are created on the basis of this idea, and women are represented in advertising by limiting them to gender norms. In this study firstly, the description of gender roles in television commercials has been examined in accordance with researches on the theoretical basis. Then, H&M advertisement and Turkcell Smart Women Club advertisement text analysis were carried out. According to this approach it is seen that the women in H&M advertising are not portrayed as an object of desire, but they are potrayed without commodification. This ad is different from stereotypical female representations on television. On the other hand, it is seen that the women in Turkcell Smart Women Club advertisement are depicted as the object of consumption and passive assets. According to this understanding women's representations are presented as an element of attractiveness and sympathy by preparing these advertisements with an artificial so-called tradition