Özet:

Advertising is a product or service promotion created by the cultural perceptions of the target audience around various topics. Advertising scenarios are written in order to meet the expectations of both groups by providing communication between the manufacturer and consumer. Culture has a broad and widespread use of the material and spiritual values of a nation/community as a whole. Culture is the area of interaction and influence with the sanctions power that affects communities/groups. The cultural codes that make up the values of the target audience in a advertising scenario are an effective implementer that determines how and how the product/service will be delivered. Television advertising allows the product/service to be remembered through cultural transmission. Cultural transmission is the process and method of the transmission of socially learned information. Nostalgic themes are a community-oriented social environment where cultural translation and codes are intense.  The word nostalgia is the feeling of desire for the beauty left in the past and that feeling comes into a dominant state. Nostalgia is a place of cultural memory that is missing and creates relaxation in the person/community. The advertising sector promotes a product or service using this positive impact of nostalgia on the person/community. The nostalgic theme, using the return and memory effect on the consumer, converts the code between the memory and the product. In this study, the nostalgic theme context used in television advertisements was evaluated. The impact the nostalgic theme creates with the consumer-product code is processed by the relief theory. As an example of the interpretation of nostalgic topics, advertising scenarios of Ziraat Bank and the Coca-Cola beverage brand have been selected.

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