Özet:

There is a rapid change in today’s world. This change re-defines the field of research/research of many disciplines of science. One of the disciplines of science influenced by the changes that exist and seeking to make it compatible with the new world is public science. People's science is based on the traditions of the materials of the past. Every innovation forces people to re-think on traditions. People's scientists are discussing the idea that the rapid transformation process shrinks the field of work of public science. This concern is perceived by some researchers as a threat to public science. The production/use of popular science products in new contexts differently from the traditional structures is called by various concepts. The concepts of "folklorism", "facelore" and "invention of tradition" are among the concepts commonly used in expressing the innovations of public science. These concepts are used to define the products that are consciously produced by certain masses outside of the natural process of public science. This situation is negative by some researchers, while some see it as a life-saving force of public science. There is a strong relationship between advertising and culture. Advertising is one of the fields where the symbols and values of traditional culture are used to re-create. In our study we have studied advertisements in the framework of the concepts of folklorism, fakelore and invention of tradition. The new meanings that are constantly produced in the advertising have been assessed according to these concepts. The study concluded that the reconstruction of traditional products through advertising in different contexts could be called folklorism, fakelore or invented tradition. The use of tradition in advertising is not a manipulation, it is instead a reorganization/creation of public science. The knowledge of the people is given to the needs of the time.

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