Abstract:

The myths are a manifestation of the efforts of people to understand the world and the universe around them since the oldest periods. From the creation of the world to the understanding of the Day of Resurrection, from the creation of an existence to the nature of the thing, many questions have been tried to be answered through myths. In this regard, the myths contain the philosophical, religious and scientific approaches of the archaic man. Man has interpreted the world through myths, determined his place in the world and in the universe. The myths, as in the past, are continuing their existence as an integral part of human life today. It is possible to identify the traces of the myths in many elements created by the human hand. The myths that are beautiful art, literature, cinema, theatre, painting, music, sculpture and architecture, are also used in the concepts of production and consumption of today’s world. In this regard, it is known that producers, in addition to their efforts to create brand and model characteristics with products inspired by mythology, are also familiar with mythology in marketing and advertising processes. The mythological elements involved in the advertising and marketing policies are important to reveal the current strength and influence of the mythology, but they also involve the need to work rigorously. This study will address mythological study errors in the work entitled "Mythological Impulse in Turkish Advertisements: In the context of the Greek Mythology of Vestel and Casper Advertisements". Discussing how much the mythological elements contained in the Vestel and Casper ads are related to Greek mythology, the expression of the author's excessive interpretation in the point of motion will be examined.

Abstract:

Myths are a manifestation of people's efforts to understand the world and the universe around them since the earliest/archaic periods. The answer to many questions, from the creation of the world to the understanding of the apocalypse, from the creation of a being to the nature of Things, has been tried to be given through myths. In this respect, myths contain the philosophical, religious and scientific approaches of archaic man. Man has interpreted the world through myths and has determined its place in the world and the universe. As in the past, myths gradually continue to exist as an integral part of human life today. It is possible to identify traces of myths in many elements created by human beings. Myths, especially fine arts, literature, cinema, theatre, painting, music, sculpture and architecture, as well as many areas of today's world's production-consumption understandings find their place in. In this respect, it is known that manufacturers have applied to mythology in marketing and advertising processes as well as trying to create brand and model characteristics with products inspired by mythology. The mythological elements in advertising and marketing policies are important in terms of revealing the power and influence of mythology today, but they also bring about the need for scientific studies to be carried out with care. In this study, “Semiotic Analysis of Vestel and Casper Ads in The Context of Greek Mythology” will be discussed. To what extent the mythological elements in the Vestel and Casper advertisements relate to Greek mythology will be discussed and the expressions leading to the overinterpretation of the author's point of action will be examined.

Keywords: