Hakan YÜKSEL

The world, which has undergone a the cycle of rapid change since the 1990s, has begun to directly influence economic and social life with a process called globalization. In this global cycle, where large capital owners are involved, the media phenomenon is felt to be ineffective and the integration of technology and traditional media tools has become inevitable. As a matter of fact, switching to private broadcasting on television and radio has changed the content presented and formal formats with new communication technologies. Advertisement has been the forefront of the program as a type of program productions that enable the producers to survive in material context with respect to the existing television channel. The advertising industry has become an indispensable element in the flow of television due to the influence of the capital process, which has brought this phenomenon to an important position. Thus, a mentality was determined according to the target audience profile by taking male and female images as a presentation style. In our current study, a male-focused advertising analysis was dealt with and a ten-year process was examined. At this study, how male identity is represented as a gender image in advertising field is discussed from textual and fictive viewpoint of television advertisements between years 1990 and 2000. In this regard, at literature part, general screening model is implemented which is surveyed within notional frame to television advertising, media and identity facts. In the analysis part, two television commercials were examined and it was aimed to evaluate how the male identity was constructed.

Keywords: Television Advertising, Identity, Social Gender