Abstract:

Thro the history of civilization, it has been the cultures of all communities. Intercultural interactions that have occurred along with time, factors such as changing generations, changing daily practices and developing societies have led to the change of culture. In the 20th and 21st centuries, advertising, the great marketing tool of developing capitalism, must produce content that fits the culture of the target audience. Advertisements that are not confused with the cultural codes of the target audience cannot reach the target audience effectively enough. The advertising that cannot reach the audience or cannot touch it cannot success. But the cultural codes that advertisers use are inevitably changing as a result of the change of culture. In society and culture that is changing every moment, the judgments of values are also changing. What is worthless today may be worthless tomorrow, what is worthless may be valuable. As a result of the inevitability of the advertising reflection of this change, the Kektra advertising, which was re-trapped after thirteen years of interruption, was examined in this study as an example of the advertising that Kekstra prepared in 2006 and 2019. The advertisements have the same content. The causes of the change of culture and the cultural reflection of advertising over the past thirteen years have been indicatively analyzed. The reflection of the changing values of society through the 2006 version and the 2019 version has been analyzed in an indicative way, but the emojis added from the point of view of speech analysis, color palette analysis and re-tracted advertising in 2019 has been analyzed from the point of view of the use of emoji. As a result of this analysis, the change in the society and culture in which the advertising is prepared has been revealed through example advertising.

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