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

Nimet Uray, Sebnem Burnaz*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

80 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)77-87
Number of pages11
JournalSex Roles
Volume48
Issue number1-2
DOIs
Publication statusPublished - Jan 2003

Keywords

  • Advertising
  • Content analysis
  • Gender roles
  • Television

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