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3
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45
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16
Tecimsel reklamlar, satın alma ve tüketim mantığına odaklıdırlar. Reklamlar amaçları doğrultusunda ait oldukları dönemlerin önemli gelişme ve değişimlerini göstergesel yapı malzemesi olarak kullanırlar. Göstergesel sistemler üzerinde hareket alanı bulan bir diğer olgu ise mitsel anlatılardır. Her ikisi de ikna ve rızaya dayalı toplumsal metinlerdir. Bu çalışmanın amacı, reklamların dönemsel olarak toplumsal değişimleri nasıl yansıttığı ve mitsel öğeleri ekonomik amaçlar dışında kullanıp kullanmadığını bulmaktır. Ulaşılabilen Marlboro ve Camel sigaralarının reklamlarından amaca uygun örneklem oluşturulmuştur. Söz konusu edilen markaların 1950-1960’lı, 1970-1980’li ve 1990-2000’li yıllarda yayınlanmış afiş biçimindeki reklamlarına yönelik göstergebilimsel araştırma mantığı çerçevesinde mit çözümlemesi yapılmıştır. Elde edilen bulgularda dönemsel olarak reklamlarda toplumsal değişimler, dönemin ruhuna uygun mitsel uyarlamalar olduğu açıkça görülmektedir. Reklamların yalnızca satın alma eylemi gibi ekonomik sonuçlara yönelik olmadığı, ayrıca kültürel ve politik hegemonya oluşturma potansiyeli taşıdıkları anlaşılmıştır.
Commercial advertising is focused on the logic of purchasing and consumption. Advertisements use important development and changes of the periods they belong to for their purposes as indicative building materials. Another phenomenon that finds a field of motion on the indicative systems is the mythical narratives. Both are social texts based on persuasion and consent. The aim of this study is to find out how advertisements reflect social changes periodically and whether they use mythical elements for other than economic purposes. A suitable sample was created from the advertisements of the available Marlboro and Camel cigarettes. Myth analysis was made within the framework of semiotic research logic for the advertisements of the mentioned brands in the form of posters published in 1950-1960s, 1970-1980s and 1990-2000s. In the findings, social changes in advertisements and mythical adaptations in accordance with the spirit of the period are clearly seen. It was understood that advertisements were not only aimed at economic consequences such as purchasing activity, but also had the potential to create cultural and political hegemony.
Commercial advertising is focused on the logic of purchasing and consumption. Advertisements use important development and changes of the periods they belong to for their purposes as indicative building materials. Another phenomenon that finds a field of motion on the indicative systems is the mythical narratives. Both are social texts based on persuasion and consent. The aim of this study is to find out how advertisements reflect social changes periodically and whether they use mythical elements for other than economic purposes. A suitable sample was created from the advertisements of the available Marlboro and Camel cigarettes. Myth analysis was made within the framework of semiotic research logic for the advertisements of the mentioned brands in the form of posters published in 1950-1960s, 1970-1980s and 1990-2000s. In the findings, social changes in advertisements and mythical adaptations in accordance with the spirit of the period are clearly seen. It was understood that advertisements were not only aimed at economic consequences such as purchasing activity, but also had the potential to create cultural and political hegemony.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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