Özet:

The number of shopping centers in our country has increased rapidly in recent years and has become an indispensable place in the world of consumption. The shopping centers that are not just a consumer place in our lives have also accepted themselves in the center of our lives. As a result, it began to take its place in our lives as a shopping and living center instead of the expression of the shopping center. This research aims to reveal consumers’ perceptions of shopping centers with the help of metaphors. For this, the consumers are asked for the metaforic meanings they put on to the shopping centers and for the explanation of these meanings. The study included 209 consumers who chose shopping centers and agreed to participate in the work. Consumers who participated in the study were asked "which city would you define if you don't define the shopping center as a "City" and why, if you don't define the shopping center as a "Food", what food would you define," and they were asked to explain why they chose the city and food they chose. When expressing the concept of "shopping center", consumers used a total of 74 different metaphors, including 55 food metaphors for the "food" and "city" metaphors, 19 city metaphors. These metaphors used were evaluated in 4 different conceptual categories and the results were interpreted.

Anahtar Kelimeler: