POSTMODERN TOPLUMDA ATAERKİL DÜZEN DEĞİŞİYOR MU? POPÜLER KÜLTÜR İÇİNDE CİNSELLİK KULLANIMINA ELEŞTİREL BİR BAKIŞ: BİSCOLATA REKLAMLARI VE ERKEK İMGESİ

Abstract

The objective of this study is to examine the possible changing in patriarchal order and in today's consumer society how marketing tactics and ads use male or female body as a commodity with the aid of the image of man on Biscolata biscuit TV commercial. In this study, primarily the concept of sex, gender and image will be examined. After that, these ad serials (Biscolata biscuit) will be analyzed using the semiotic method of Roland Barthes.