The social role of woman shows an alteration parallel to time and culture. Today, in our country, the role of woman is defined as a kind mother, a good wife, attractive, and successful in business life. This affects the usage of woman image in outdoor advertisement. The woman is both the target group and the object of the advertisements. While the gender of woman influences the outdoor advertisements, the woman image in advertisements is influential on the woman image in society. In this research, the woman image in outdoor advertisement is analyzed by using semiotics. Visual and linguistic texts are analyzed together and the woman’s role in social life and advertisements are studied and the relation between them is presented in outdoor advertisements where the woman image is being used. Generally, it can be stated that woman image in outdoor advertisement and the woman image in gender are two notions, which interact with each other and develop and change together as a result of this interaction.
Keywords: Woman Image, Gender, Outdoor Advertisement, Semiotics