Reklamda Egemen İdeolojiyi Çözümlemek: Cinsiyet Rolleri ve Fanatizm Okuması.

Advertisements as all media text have various functions except for primary function. One of the functions is to transfer dominant ideology. Ideology that is transfered by advertisements also emerges in the signification process and affects the process. Throughout the analysis of the media texts, which have a multi-layered structure, it is focused on the process of signification. "How to liberate tightly woven text?" is problematic of the study. In this paper, we have employed semiotic method of Roland Barthes but the concept of ideology, as it is offered in the Marxist analysis method, is also included into the analysis due to its importance in the signification process. Based on the assumption that a single analyis method cannot be sufficient for the investigation of some media texts, this study aims to propose a text analysis with the steps borrowed from different methods. This method has been applied in the advertisement of Clay laundry detergent. As a result of the analysis, it was found that advertising reproduces gender roles and the phenomenon of fanaticism in sports. This conclusion emphasizes that advertising supports the dominant ideology. [ABSTRACT FROM AUTHOR]