Abstract:

In the consumption age we live, people have been in search of how to get to a happier life than the past. Most of the time a perfect world-design long-term ads can not always reach consumers by making them feel special. Advertisements prepared with distopic (anti-utopic) speech that challenge the perfect world of advertising can drive the target audience to buy by taking advantage of fear and threat. To address the theoretical framework of the subject in the light of the concept of "distopia" has also arisen from such a need. Basically, this study tries to show how the distopic phenomenon and distopic elements linked to the consumption system are processed in advertisements that are considered one of the main wheels of the symbolic consumption mechanism. In this framework, the distopic components presented by the "Distopic Framework in Advertising" have been explained and the TV advertising spots published in our country have been studied. Under the quality research method for advertisements published in the television environment, the understanding of speech analysis has been adopted. According to the data obtained, it has been confirmed that the elements that form the distopic framework in advertising are seen in visual and linguistic messages in television advertising and are used to strengthen consumption.

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