Abstract:

This study aims to provide an indicative review and analysis of the advertising film "You Always Smile" signed by the Happy People Project, prepared for the 157th anniversary of the Ziraat Bank. In this advertising film, the Turkish people's heart, the laughing and laughing man of Turkey, Kemal Sunal, is in the main role. The advertising film, designed with the "deepfake" technology first used in Turkey, is produced using deep learning and artificial intelligence technology from the films Sunal’s appearance. Three days of filming, 40 days of post-production, the advertising film is prepared to remind the Sunal, one of the great values of the comedy cinema, to create a smile on the face of people in these times when the world and the country have passed through the difficult days and to present the advertising promise of the Ziraat Bank to the viewers that it suggests that millions of people are laughing on the face of everyone who needs in these lands. The first part of this study will emphasize the historic development of the world’s laughing cinema, the appearance of the Turkish laughing cinema, the first examples, Sunal’s Shaban typing, which became a prototype of the laughing cinema, and how this typing began to play a leading role in the Turkish laughing cinema. At the same time, every film several times shown on television, the comedy film will be attempted to transfer the place of the films and characters in which Sunal, with the roles he plays, with the replicas in the minds of people, who succeeded in becoming the first name to be thought of almost every generation when it is called a comedy film. After this section, which forms the substructure of the study, the theories and approaches of laughter are discussed. The goal here is to transform the very natural and innocent laughter into a controversial power weapon and to transmit the opinions that emphasize the dialectic nature to the reader. In the last edition of this article, with the indicative review and analysis of the advertising film, the advertising film will be evaluated from a critical theory perspective. Keywords: Turkish Smile Cinema, Smile Theories, Mizah, Indicable, Kemal Sunal, Advertising Film "You Smile Is Enough"

Abstract:

A CRITICAL EVALUATION ON THE SEMIOTIC ANALYSIS OF “SEN HEP GÜLÜMSE (SMILE ALL THE TIME)” ADVERTISING FILM This study presents a semiotic analysis of “Sen Hep Gülümse (Smile All the Time)” advertising film by Happy People Project designed to celebrate the 157th anniversary of Ziraat Bank. Kemal Sunal, known as “the smiling man of Turkey” stars in the lead role. Film is produced by Deepfake technology. To make the character lifelike, images and voice recordings from Sunal movies are put together thanks to deep learning and artificial intelligence made possible by this technology. The film took 3 days to shoot while post-production took a total of 40 days. While the main motive of the film is to remorph Sunal so as to put a smile on people’s faces in these troubling times, the unique selling proposition of the film is to affiliate Ziraat Bank with Sunal by inferring that just like Sunal, it makes millions of people smile as it is always by the one in need. To provide background for this study the first section will look at the historical development of the world comedy cinema, the emergence of the Turkish comedy cinema, its first examples, the emergence of Şaban typification by Sunal, and how this typification influenced the evolution of the Turkish comedy cinema. The following section will present laughter theories and approaches to highlight the transformation of the so-called natural and innocent laughter into a controversial weapon of power and place emphasis on its dialectical nature. Finally, this study will wrap up with the semiotic analysis of the “Sen Hep Gülümse” advertising film followed by a presentation of critical discussion on the sinematographic, and ethical aspects of the film. Keywords: Turkish Comedy Cinema, Theories of Laughter, Humor, Semiotics, Kemal Sunal, "Sen Gülümse Yeter" Advertising Film

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