(The Turkish Online Journal of Design, Art and Communication, 2013-01) Kahyaoğlu, İrem; TR44534
The objective of this study is to examine the possible changing in patriarchal order and in
today's consumer society how marketing tactics and ads use male or female body as a
commodity with the aid of the image of man on Biscolata biscuit TV commercial. In this
study, primarily the concept of sex, gender and image will be examined. After that, these ad
serials (Biscolata biscuit) will be analyzed using the semiotic method of Roland Barthes.
