Özet:

This study is aimed to reveal functions of meaning production and ideological contexts of cultural products involving the behavior patterns of capitalist society exported by the brand communication tools in the world market dominated by multinational corporations. In the study ideological brand communication characterises both as creating an uniform/homogenizer culture that ensure the spread of produced cultural meanings to the world and acceptance of idealized brands (these may be ideas, beliefs, ideologies, political identity, people, objects, and so on) in all markets and as "false consciousness" creation tool that perceives the national with the popular in integrity and melts them in the same pot. In this respect, while ideological brand communication tools of multinational companies are myths, cultural icons, political discourse, civil society interviews, stories, fairy tales, toys, advertisings, musics, cartoons, television and film; reinforcer of these meanings are also identity creators as film and television stars, musicians, politicians, journalists, novels and screen heroes

Anahtar Kelimeler: