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.
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Uray, N., Burnaz, S. An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements. Sex Roles 48, 77–87 (2003). https://doi.org/10.1023/A:1022348813469
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DOI: https://doi.org/10.1023/A:1022348813469