Abstract:

The main function of advertising is to inform consumers about products and services. Advertising also sees a mirror function that reflects society. While advertising sometimes helps to create new social facts, it sometimes translates existing social facts into content as an attraction to persuade as the main element of the message. Social roles are one of these realities. The social roles of a woman or a man, the roles in the family, are the roles we often encounter in advertising. The message established through these roles is trying to transmit to the consumer the social benefit related to the product. Thus, advertising sometimes offers the product as a tool to realize itself. This study has studied the role of the bride in the ads and what kind of convincing messages are given to buy products and services through these roles. In the study, 28 television ads were analyzed in which bride-kaynana figures were used as the main element, determined through the content analysis method and judicial sampling. According to the research results, the bride-kaynana conflict was most referred to in the product categories of white items and food categories; in these ads, irony and hiciv kinds of humor appeared. 96.4 percent of the advertisements surveyed included emotional attractions, while 71.4 percent included open conflict content. The emphasis on superiority derived from the use of the product was also highlighted in the advertising. The function of advertising to be a mirror that reflects the culture, also offers a look that reflects the continued dispute between the bride and the bride.

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