hey are shown. Advertisement texts are created with the symbols of our cultural models and social interactions. In most of the ads, the indicators are associated at first, and then the meaning that the ad wants to create emerges. The meanings in the signs are produced from the ideology in which the sign and the individual exist. Within the scope of the study, firstly, traditional advertisement definitions were included and the definitions of advertisement were examined in the light of the first studies on liberal pluralist approach in the field of mass communication research. Then, the perspective of critical paradigm to advertisement, known as Marxist-origin communication researches, is presented and the determinations made on the relationship between advertisement and culture are included. The indicators used in advertisement texts and evaluations about how women are used in advertisements are tried to be explained based on semiotic analysis, which is a qualitative research method. The variability of the priority ad formats according to the periods of the advertisement, which also includes the adventure of the advertisement, was discussed. Advertising choices were written among those in the print media and those with a female figure. Ads were evaluated by semiotics method. In the ad text, critical and liberal paradigms that are mentioned in the literature are used, and today, these evaluations are detailed in terms of advertisement design and female figure. The fact that the evaluation ads saw the different genders as the target audience enabled the advertisements to be evaluated jointly with the different paradigms.