Fatma Şeyma DOĞAN, Gülten KOŞAR, Hatice ÇUBUKÇU

3033

Are we Consuming Goods or Cultural Values through Commercials? A study on Television Advertisements on Communication Service Providers

Bazen hipnotize edici etkisinin olduğu düşünülen reklamcılık, temel amaçları bilgi verme, ikna etme ve harekete geçirme olan ve gün geçtikçe büyüyen bir sektöre dönüşmüştür. Televizyon izlenme oranları ve mobil haberleşme hizmet sağlayıcılara yönelik yapılan reklamların sıklığı incelendiğinde, bu reklamların içerisine yerleştirilmiş kültürel değerlerin varlığına tanık olmak kaçınılmazdır. Bu çalışmada 30 mobil haberleşme hizmet sağlayıcı reklam söylemi içerik çözümlemesi yöntemiyle analiz edilerek, metinleri oluşturan anahtar kavramlar belirlenmiş ve bu kavramlar kültürel değerlerle ilişkileri bağlamında betimlenmiştir. Bulgular, en sık kullanılan kavramların aile , aşk , paylaşım ,dayanışma , arkadaşlık gibi geleneksel değerlerin temelini oluşturan temel kavramlar olduğunu göstermektedir.

Reklamlarda Ürünler mi Pazarlanıyor, Kültürel Değerler mi? Mobil Haberleşme Hizmet Sağlayıcısı Reklamları Üzerine bir İnceleme

Advertising, oftentimes construed as a hypnotizing phenomenon, has turned out to be an ever-growing sector the main aims of which consist of giving information, persuading, and triggering action. Provided that the percentage indicating the ratio of television viewing, and the prevalence of advertisements promoting the campaigns of communication service providers are scrutinized, embodied cultural values into these advertisements as a means of attention-getting appear to be evident. In this study, the key concepts constituting the texts were identified by means of analysing the discourse of 30 communication TV advertisements via the method of content analysis, and these concepts were described with respect to their relationship with cultural values. The findings revealed that the most widely-used concepts in the selected advertisements were the underlying concepts of traditional values such as family , love , sharing , solidarity , friendship .
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  • Yayın Aralığı: 2
  • Yayıncı: Galatasaray Üniversitesi İletişim Fakültesi
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