Abstract:

Advertising, which is an important element of the consumption culture, is effective in shaping the attitudes and behaviors of the individual. In addition to activating the purchasing behavior on the consumer, advertisements benefit from many elements to instill a new image, philosophy of life and culture on the consumer. Thanks to globalization, individuals have begun to enjoy similar pleasures to homogenization. Consumption easily provides the way of this sameness with advertisements. Today, the culture industry includes local elements in advertisements as well as global elements. In this respect, cultural values are heavily involved in advertisements as new dynamics in turning the wheels of consumption culture today. The "domestic and national" phenomenon, which has been expressed discursively as the official ideology of the state, especially in Turkey in recent years, shows itself in advertisements. Advertisements that think globally and glorify local elements are frequently encountered in order to increase communication with the current generation. The aim of this study is to reveal how glocal cultural elements are presented in advertisements targeting the current generation. In this framework, first of all, consumption culture and its relationship with advertisements are mentioned, and how concepts such as symbol, language, image, image used in advertisements are used with semiotics. In the study, two commercials for Boyner and LC Waikiki brands, which appeal to two different socio-economic segments, were discussed in 2020. The cultural elements used by both brands in their advertisements were determined and examined within the framework of semiotics.

Keywords: