Abstract
The main objective of this study is to analyze the differences between the female and male characters portrayed in Turkish television commercials and compares images of female and male characters from different variabilities to identify differences in representation. In this context, the representation of women and men in broadcast commercials are evaluated through the lens of social cognitive theory and a content analysis of 4135 characters appearing in 2603 commercials aired during a week of prime-time programming (from Tuesday, October 30, 2012, through Monday, November 5, 2012) on 6 major Turkish television channels (TRT 1, Star, Show TV, ATV, Kanal D, and FOX TV) was conducted. The findings reaffirmed the majority of previous research’s findings in Turkey and other countries. According to the findings, Turkish television commercials suggest to viewers that traditional roles and behaviors are more appropriate for women and they still use traditional and stereotypical gender roles to depict males and females.
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