In this article, change of gender roles with changing living conditions, the re-production of gender roles in television advertisements and the reflection of change on television advertisements, will examined whether this change and is a reflection of enough. The main aim of the ads is to generate a thought and convey that thought to the target audience as well as advertising is a sales marketing strategy and an effective means of mass media communication. It is also important that mass media are strong enough to be able to collect in terms of reaching wider masses, as well as being fed from society in determining the roles of women men. Advertisenets are placed in day by day personal and social life. The roles attributed by society in the concept of gender is reflected in television advertisements. Along with the legal and social changes in social life, there are also living changes in the roles of women and men. In the 1970s, the dominant male patriarchal dominant structure, dominated by society, became more prominent. After the 1980s, feminism rises and legal rights acquired, together with a more egalitarian regime, are beginning to be established. Along with the 2000s, women have rights that can exist in every area as an individual. However, due to the patriarchal mentality prevailing in society, it has not come to the desired level. In this article, in 1972, before the publication of the first television commercials in Turkey, examines the changing gender roles through advertising films selected from different sectors such as food, cleaning, and white goods. As a result, in line with the changes in social life, there has also been changes in the male and female roles in advertisements. However, this change is not sufficient as in social life. Traditional judgments continues in television advertisements.
Key Words: Television advertisements, gender roles, change