Özet:

City and the notion of city have transformed into themed spaces as part of social patterns formed by the effect of postmodern consumption culture. Architectural formations which are designed in effort of displaying the character of postmodernism, suggest individuals the key of an unreal life produced by images and indicators. German philosopher Walter Benjamin defined the state of capitalism as the ability to absorb and transform all kinds of instruments as "stealing images" made by using dynamics such as advertising. Concept of living in postmodern city has now defined with “hyperreality” and a model is being constructed within these themed projects. Installed copy-paste constructions as new artificial parts of city are related with the term "simulacra" which Baudrillard names as replacement of rational reality with synthetic reality. Within the scope of the study, multiple housing project productions are examined which exist in written and visual media between 2000-2020, have themed content in advertisements and locate specifically in Istanbul. Projects are evaluated with discourse analysis method by selection of examples over project images, advertisement texts and promotional films. Thus, reflections of advertising language surrounding architectural style of postmodern consumer culture with an eclectic understanding and new living culture indicators are revealed.

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