Abstract:

In Turkey, the process of transformation into consumer society began with the adoption of neo-liberal economic policies since the 1980s; after the 2000s, conservation has been well adapted to the capitalist system. There are two main approaches to conservation, which is often discussed in today’s Turkey. The first of them considers conservation as a political ideology, while the other considers it as a personal tendency, a attitude. Conservative attitudes, like all other attitudes, are also one of the elements that guide the individual’s behavior. When taken into account the transformation and transformation process that Turkey has lived since the 80s, the question of how the relationship between advertising and the conservative attitudes that individuals have, which is an integral part of the consumer society, is the main starting point of this research. In this context, this study has been considered conservative as a attitude, and it has been attempted to determine whether the conservative attitudes that individuals have are determining on their attitudes towards advertising. For this purpose, an survey of 250 people was conducted and the relationship between the level of conservation and the general attitudes towards advertising and the attitudes towards a particular advertising exposed. The research finds that as the conservative level increases, the attitudes towards advertising and advertising have changed in a positive direction. In a specific advertisement exposed (Ford Truck World Women's Day advertisement on March 8), the attitude towards advertising and conservative relationships have been found that gender variation is determining. As the level of conservation increases, the positive change of general attitudes towards advertising and advertising is understood as a reflection of the consistency of conservation with the capitalist system.