Özet:

Mass media, through its implied visuals, presents a reflection of societal culture. By deciphering the implicit meanings of visually designed and purposefully produced images, it becomes possible to evaluate the reflections of the capitalist cultural structure carried by these images. Consumer culture is directly related to a semiotic cultural field. The postmodern society is shaped around the axis of consumer culture where signs and indicators hold dominance. Advertisements legitimize the values and beliefs of the capitalist system by utilizing signs and indicators.The advertisement featuring Megan Fox as the face of Armani in Milliyet newspaper and the cosmetic advertisement have been analyzed through a multidimensional reading method and within the framework of consumer ideologies to uncover the dominant understanding of the capitalist system. This study aims to conduct an analysis using the method of semiotics to uncover the types of meanings related to the societal cultural structure carried by a deliberately chosen advertising poster. The analysis intends to decode the implicit meanings of the image which produced in parallel with the societal structure, through assessment of capitalist ideological and societal cultural codes.

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