TURKEY'S STRATEGIES OF GENDER ROLES IN INTERNATIONAL BRAND ADVERTISING STRATEGY: VESTEL ADVERTISING EXAMPLE

The concept of gender includes the various behaviors and norms that are expected by the society, associated with masculinity and femininity, and the roles attributed to men and women. The sustainability of social functioning depends on the continuation of all these behaviors and the creation of content that is appropriate to the expectations. At this point, the mass media produces and presents the content in line with the expectations of the society in terms of gender roles. Ads are also the most important element of this. The fact that the media have the power to reach millions of people at the same time through advertisements directs the companies to advertise more and they apply the norm of very commitment to social dynamics and cultural values very which is one of the marketing strategies. This situation reproduces gender roles and places individuals and male sexist roles differently in social life. The main problem of this study is how gender is presented in advertising strategies. In this study, the effect of being an international brand on social dynamics was investigated through advertisements. Turkey’s international platform, which has been the trademark of someone who Vestel companies from gender perception in the strategies used by the advertising point of view, both in Turkey as a result of analysis performed by the semiotics of advertising films shown in both abroad and in the light of the return on ad section, ads, social who have learned through a variety of interactions it has been observed that the stereotypes about the subject of gender re-produced by reproducing. In this context, it would be correct to say that the social norms and gender roles in culture have been rearranged through advertising strategies