Tekvar, S.O.2024-09-292024-09-292017978-363169830-3978-363167501-4https://doi.org/10.3726/978-3-631-69829-7https://hdl.handle.net/20.500.14619/8963Anthropomorphology is one of the advertising methods, which creates identification between the consumer and the product. Anthropomorphology enables the audience to empathise with the advertisement's promises and makes the advertisement more striking. Ss a traditional way to attract consumer, using sexual discourse in advertisements is a powerful psychological tool used to sell products. No matter what the gender or sexual tendency is, the major goal of advertising is to channel the audience to consume more by creating ideal images; such as, the ideal body, ideal femininity, ideal masculinity, or ideal sexuality. Within this framework, this descriptive study aims at analysing anthropomor- phology and gender stereotypes in printed advertisements by the method of semiology, a science that seeks not the open, clear meaning of a text or an image, but the meaning which lies beneath it. Therefore popular women and men magazines are selected to analyse as purposive samples. © Peter Lang GmbH, Internationaler Verlag der Wissenschaften, Frankfurt am Main 2016. All rights reserved.eninfo:eu-repo/semantics/openAccessAnthropomorphologyGender stereotypesPrinted advertisementsSemiologySexual discourseBook Part10.3726/978-3-631-69829-72-s2.0-85034594555106N/A91