Interpretation of Female Figures in the Adverts from Children’s Perspective within the Frame of Social Gender Percepts: A Case of Amasya Province

A child who is not born as a social being needs an environment to thrive and mature, and is constantly seeking support. The child who has won the first formations within a family that starts with the family exists in an interaction that will continue throughout the whole life, directly or indirectly, with other social structures. Although the bases of behavioral patterns that will be settled in the future begin with learning from the family during childhood, they are reinforced by other institutions and mass media that exist in the social structure and some forms of behavior can be learned. Advertising, which is one of the active dynamics of the mass media, presents a photograph about the cultural reflections of the society and the sex specific roles of the consumption habits for the children as well as the adults. This study examines how children understand gender roles from ads they watch on the screen and how they perceive gender roles in advertisements. The findings of the study were interpreted within the limit of the data obtained from interviews of 21 children aged 7 and 8 years old living in Amasya