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Gender and Patriarchy in Turkish Advertising: A Semiotic Analysis

Gender and Patriarchy in Turkish Advertising: A Semiotic Analysis
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Author(s): Anıl Dal Canbazoğlu (Mersin University, Turkey)
Copyright: 2021
Pages: 20
Source title: Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
Source Author(s)/Editor(s): Lorena Clara Mihăeş (University of Bucharest, Romania), Raluca Andreescu (University of Bucharest, Romania) and Anda Dimitriu (University of Bucharest, Romania)
DOI: 10.4018/978-1-7998-6605-3.ch008

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Abstract

The present chapter discusses a particular advertisement aired for a bank in Turkey from a semiotic perspective. Advertising as film is visual storytelling. A film has language and form, and is made up of parts that relate to one another in specific ways that affect the audience. Film techniques take on a semiotic function in the process of meaning construction. As a cultural phenomenon, advertisements can reveal hidden meanings, such as gender issues and patriarchal discourse in the case of the analysed advertisement.

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