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    A Semiotic Analysis on the Reflection of Gender Stereotypes on Advertisements: The Case of Nike "This is Us" Commercial Film Sample"
    (Bayburt University, 2025) Altıntop, Mevlüt; Kara, Seda
    This study discusses how gender stereotypes are reflected in advertisements and the role of advertisements in their reproduction. Nike's advertisement with the theme 'Know Us Like This' is analysed by semiotic analysis method as an example that criticises gender stereotypes. In the advertisement, women's strong, independent and talented identities are emphasised by opposing social expectations such as beauty, fragility and passivity imposed on women. The research shows how the discourse of gender equality in advertisements is integrated into commercial strategies in the context of the concept of femvertising (women-oriented advertising). In this context, the study reached two main conclusions. Firstly, as a more superficial meaning, the commercial film calls the audience, especially women, to fight against patriarchal understanding by highlighting gender inequality in a critical language. The second, which is more important, constitutes the subtext of the first semantic level. Accordingly, a global commercial brand uses the phenomenon of gender inequality to objectify women by reducing them to sales and marketing tools.