Özet:

Global consumption culture transforms the social values with the values it presents as well as the needs and expectations it creates. As the markets also globalize within the frame of globalization, the purchasing habits and preferences of consumers have become uniform accordingly. For the sake of making the global products and services consumed, some linguistic and visual standardizations and adaptations are implemented. As instruments of meaning construction method, the commercials influence social and cultural formations. As a result of reflecting and at the same time directing the perspective of society, commercials are also effective in the formation and direction of social values. In other words, due to their changing and transforming effects, commercials function as a mirror. As the images on the mirror change, the social images undergo a change too. In this study, how the social or individual needs presented in relation with the brands in commercials transform the social values in the context of consumption ideology. Thus, just four of the commercials have been analyzed according to sociological method within the context of modern and post-modern contradiction of social values.