What is Narrator

This study is aimed to show how the gender characteristics attributed to women reflect in the advertisement narratives and how these construct through narratives. The first part of the study is presented the concept set related to the subject. In the second part, an analysis by adhering to the conceptual framework is drawn by the literature review. In this section, television commercials, which are first in Turkey, are analyzed despite the upward trend in digital media and advertising investments. In the 2019 Crystal Apple advertising competition, 16 commercial films that received the Crystal Award in the TV and Cinema category were determined as a sample. In the study, the paradigms that form the basis of the qualitative research approach are accepted. In addition to the narrative analysis method, it also supported content analysis. The research results reveal the essential components of the advertising narrative, the roles attributed to women in television advertisements, and how they are constructed through narrative.