摘要：Ataerkil toplumlarda kad.na yüklenen roller .e.itli sosyo-kültürel ara.lar ile yayg.nla.t.r.lmaktad.r. Genelinde medya .zelinde reklamlar, ataerkil s.ylem ve ideolojinin ta..y.c.s. olmas.n.n yan. s.ra mevcut sistemi de me.rula.t.rarak kad.n stereotip rollerini yeniden ve yeniden üretmektedir. Bu .al..mada, yarg.sal .rneklem ile se.ilen, Türkiye'deki televizyon kanallar.nda yay.nlanm.., Persil, Patos Stick, Lassa ve .stikbal reklamlar.ndaki, geleneksel, dekoratif, geleneksel olmayan ve süper stereotip kad.n rolleri, niteliksel ara.t.rma y.ntemlerinden g.stergebilimsel analiz ile incelenmi.tir. Bu ba.lamda analiz edilen televizyon reklamlar.nda, stereotip kad.n rollerinin, ataerkil ideoloji ile aras.ndaki tek y.nlü hegemonik ili.kinin nas.l yans.t.ld... ve sunuldu.u ortaya konulmu. ve kad.nlara geleneksel olmayan ya da süper kad.n gibi roller sunulsa da, bu rollerin ataerkil ideolojinin tahakkümü alt.nda ve bask.n erkek de.erleri kurgusuyla .rüntülendi.i saptanm..t.r
其他摘要：Roles attributed to women in patriarchal societies are disseminated throughout various socio-cultural tools. Media, in general and advertisements in particular are conveyors of patriarchal discourse and ideology and they legitimize existing system and regenerate the stereotypical women's roles. Traditional, decorative, non-traditional and super stereotype female roles in Persil, Patos Stick, Lassa and .stikbal commercials that are broadcast on TV channels in Turkey and selected with non- probability sampling have been examined in this study based on semiotic analysis, the one among qualitative research methods. In this context, it is revealed how the unilateral hegemonic relation between stereotype female roles and patriarchal ideology is reflected and presented in the analyzed TV commercials and it is determined that these roles are patterned based on dominant male values and under the domination of hegemonic ideology although non-traditional or super female roles are presented to women
关键词：Toplumsal Cinsiyet; Ataerkillik; Stereotip Kad.n Rolleri; Televizyon Reklamlar
其他关键词：Gender; Patriachy; Stereotype Women's Roles; TV Commercials
