Günümüzde küresel olarak nitelenen değerler medya tarafından estetize edilen olguların imgeleridir. Bir medya biçimi olan reklam da kapitalist modern Batı dünyasının dayattığı bu imgeleri kullanır ve sisteme daha fazla zevk, eğlence ve haz tüketimi olarak pompalar. Reklamlarda tüketime sunulan ürünlerin gerçek işlevlerinden ziyade toplumsal ve bireysel bir işlev taşıyor gibi görünmesi, bu ürünlerle birlikte zaman ve mekân kavramının da değişmesine yol açmıştır. Ürünler artık farklı bir zaman ve mekân boyutunu simgeler/göstergeler hale gelmiştir. Bilinçaltı reklamlar, toplumda yerleşik olan kültürel göstergeleri, kodları (şifreleri) kullanarak tüketicinin zihninde sembolik bir yer edinir ve bütünüyle bireyin ve dolayısıyla toplumun bilinçaltına (libidosuna) bu göstergeler aracılığıyla seslenerek kendine burada hayat bulmaya çalışır. Reklam, göstergelerle ve kodlarla çalışan bir ideolojik silah işlevine sahip başlı başına bir göstergedir. Bu çalışmada, reklamların içerdiği ve taşıdığı kültürel kodlar ve göstergelerin göstergebilimsel/anlambilimsel bir açılımı gerçekleştirilmiştir. Araştırmada göstergebilimsel yöntemle incelenen reklamların barındırdığı kültürel göstergelerin nasıl kullanıldığı/sunulduğu açıklanmak istenmektedir. Bu amaçla çalışmada, taşıdığı güçlü göstergeler ve kodlar sebebiyle, dokuz ayrı temayı içeren bilinçaltı bir reklam olan Magnum “İçindeki Seni Serbest Bırak” reklam filmi seçilmiştir. Reklam(lar), göstergebilimin önde gelen temsilcileri olan Saussure, Peirce ve Barthes’ın kuramlarına göre analiz edilmiş ve inceleme edimi sonucunda elde edilen bulgular toplumsal uzlaşım kodlarına dayanarak yorumlanmıştır. Sonuç olarak ise denilebilir ki, Magnum reklamları toplumun hafızasında yerleşik olan kültürel kodları ve mitleri kullanmakta ve bu yolla bireylerin bilinçaltına (libidosuna) nüfuz ederek onları satın almaya dolaylı olarak zorlamaktadır.
Today, globally classified values are images of facts esthetized by the media. Advertising, a form of media, also uses these images imposed by the capitalist modern Western world, pumping the system as a consumption of more pleasure, entertainment and pleasure. The appearance that the products offered to consumption in advertisements appear to carry a social and individual function rather than real functions has led to a change in the concept of time and space along with these products. Products have now become different time and space size symbols/göstergels. Subconscious advertisements, using the cultural indicators, codes (codes) that are located in society, gain a symbolic place in the consumer's mind and attempt to find life here by calling the whole individual and thus the subconscious (libidosuna) of society through these indicators. Advertising is a single indicator with an ideological weapon function that works with indicators and codes. In this study, an indicative/sensitive opening of the cultural codes and indicators contained and carried by advertisements was carried out. In the study, it is asked to explain how the cultural indicators that the advertisements are studied using an indicative method are used/consumed. For this purpose in the study, due to the strong indicators and codes it carries, a subconscious advertising that contains nine separate topics, Magnum "Let You Free In" advertising film has been selected. Advertisements(s) were analyzed according to the theories of Saussure, Peirce and Barthes, the leading representatives of the indicator, and the findings obtained by the study were interpreted on the basis of social consensus codes. As a result, it can be said that Magnum ads use cultural codes and myths that are placed in the memory of society and thus indirectly force individuals to buy them by penetrating the subconscious (libidosus).
Today, globally characterized values are images of phenomena aesthetized by the media. Advertising, a form of media, also uses these images imposed by the capitalist modern Western world and pumps them into the system as consumption of more enjoyment, entertainment and pleasure. The fact that the products offered for consumption in advertisements seem to have a social and individual function rather than their actual function has led to the change of the concept of time and space with these products. Products have now become symbols / indicators of a different dimension of time and space. Advertisements gain a symbolic place in the mind of the consumer by using the cultural indicators established in the society and try to find life here by appealing to the subconscious (libido) of the individual and therefore the society through these signs. Advertisement itself is an indicator having the function of an ideological weapon working with indicators and codes. In this study, a semiotic / semantic explanation of the cultural codes and indicators that ads include is carried out. In the research, it is aimed to explain how the cultural indicators are used / presented in the advertisements examined with the semiotic method. For this purpose, the advertisement, Magnum "Release the Beast", consisting of nine different themes, was chosen due to the strong indicators and codes that it carries. Ads were analyzed according to the theories of Saussure, Peirce and Barthes, who are the prominent representatives of semiotics, and the findings obtained as a result of the act of examination were interpreted based on social consensus codes. Magnum has preserved its extraordinary distinction between ice creams with its unusual advertising statements and identity since the past. As a result, it can be said that Magnum advertisements use cultural codes and myths that are embedded in the memory of the society and in this way penetrate the subconscious (libido) of individuals and indirectly force them to buy. Advertising instills contemporary capitalist and hedonism values in every aspect.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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