Özet:

This study aims to evaluate the characteristics of the Hatay Gazetesi advertisements published in 1938 by content analysis of what they reflect in a socio-economic and cultural perspective. Advertising texts are analyzed according to a structured and systematized coding scheme. In the research findings, the simplicity of the ads, the straightforward narration, the nature of advertising and the direct narration have been determined as the basic characteristics of that period. Information strategy is often used as a message strategy. The typography is strong and the printings and pointing signs are based on art and design. Parallel to the savings mobility, bank advertising, parallel to the reading and writing mobility, food advertising and clothing revolution, parallel to the savings advertising. Reflections of trends such as going to the cinema, taking holidays are seen in the cinema and hotel ads. Although Turkey is considered the official language, Arabic words are still often used in the language and therefore advertisements reflect the transitional period in the language. The original value of the study is that for the first time a local newspaper in Hatay has studied past advertising texts and contributed to the Turkish advertising history literature.

Özet:

This study aims to evaluate the features, socio-economic and cultural aspects of the advertisements of Hatay Newspaper which was published in 1938, by content analysis. Ad texts were analyzed according to the structured and systematized coding scheme. In the research findings, simplicity of the advertisements, plain narration, being as an announcement and direct expression appear as the main features of that period. Information strategy was mostly used as a message strategy. Also, it’s observed that typography of advertisement is strong and that the print and punctuation marks are based on artistic and design. In parallel to the saving campaign in Turkey, bank advertisements; in parallel with the literacy campaign, printing-house ads; and in parallel to the clothing revolution, tailor’s workshops ads are seen. Reflections of tendencies such as going to cinema and holidaying are seen in cinema and hotel advertisements. Although Turkish is accepted as the official language, it can be said that Arabic words are frequently used in the language and thus, the advertisements reflect the transition period in the language. The original value of the study is examined for the first time the past advertisement texts of a local newspaper in Hatay and, contributed to Turkey’s advertising history literature.

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