This study aims to examine how gender stereotypes have evolved through the advertising campaigns of Atasay, one of Turkey's leading jewelry brands. The research hypothesizes that Atasay’s advertisements have adopted a changing approach to gender stereotypes over time. The assumption is that the brand’s advertisements may have contributed to a positive evolution regarding gender roles and relationships. In this context, the study seeks to answer the question of what kind of discourses are present in Atasay's advertising films and how these discourses reflect gender stereotypes.

To analyze the advertisements from 2007, 2017, and 2023, critical discourse analysis (CDA) will be employed. The reason for choosing CDA is its ability to go beyond both visible and invisible structures in the advertisements, uncovering what the advertisements "whisper" to the audience or consumers. CDA views language as a social practice and critically examines how social inequalities, discrimination, power, and hegemony are constructed and legitimized in discursive structures.

This study will focus on analyzing the evolution of gender stereotypes as presented in Atasay's advertisements over time. Specifically, the campaigns from 2007 (“Şu Kadarcık”), 2017 (“Tak Sana Yakışanı”), and 2023 (“Bir Atasay Ailesi”) will be selected as examples. The advertisements will be accessed via YouTube, and the analysis will involve a detailed, critical exploration of how gender stereotypes are presented in these campaigns.

The research process will span approximately 6 months, focusing on the comprehensive examination and comparison of advertisements from different periods, with an emphasis on critical discourse analysis. This will include identifying similarities and differences across the campaigns and interpreting the prevailing ideologies of each time. The findings will be discussed and compiled into a guidebook, a process expected to take an additional 4 months. To ensure the objectivity of the study, data categorization and interpretation will be carried out by the principal investigator, an academic advisor, and two contributing researchers, providing multiple perspectives to enrich the analysis and ensure its reliability.

Although the study will focus solely on Atasay’s advertising campaigns, the discussion and conclusions will be limited to this brand. This is the primary limitation of the study. The work will contribute to current research on gender and advertising and will help us better understand the evolving gender stereotypes and discourses in the advertising sector. The widespread impact of the study will be achieved through the creation of a guidebook to help understand the changing influence of advertising campaigns on gender roles and discourses.