Analysis of Advertisements from Different Sectors in Turkey within the Context of Gender Equality

The concept of gender equality, which is among the most frequently discussed topics in our country, especially in recent years, appears as an area that has been examined intensively in the national agenda. As a result, different discussions may arise about the conceptual dimension. Even today, gender equality can often be confused with different disciplines. The best example of this is the misconception of the concept of feminism as gender equality. However, contrary to popular belief, feminism does not have the same meaning as gender equality. Although feminism is related to gender equality, they are not really substitute terms. Nevertheless, in many articles or researches, it can be seen that they are described as if they were the same. And yet, when the recent studies on gender equality are examined, these misunderstandings are observed to have begun to be overcome. At the same time, awareness is raised about gender equality thanks to these contents, and it is gradually increasing with the support of non-governmental organizations, big brands and platforms. The biggest indicator of this increase is the increased number of advertisements based on gender equality and the granting of awards related on the topic. For this reason, within the scope of this study, literature review is conducted on the advertisements that ranked in the category of Gender Equality at the 2019 Crystal Apple Award Ceremony and semiotic analysis methods, and interpretations are made on the advertisement pillar of the gender equality movement and the perception of gender in our country.