Tüketim kültürü, toplumsal değerleri ve bireylerin yaşam kalıplarını tüketim odaklı şekillendirmek üzere oluşturulan bir kültürdür. Tüketim kültürüne ait değerlerin yeniden üretilmesinde özellikle reklamlar ve yerli televizyon dizileri büyük öneme sahiptir. Son yıllarda tüketim kültürü değerlerinin toplum geneline yayılması için reklamlar ve televizyon dizileri adeta iç içe geçmiştir. Dizilerde görülen marka ve ürün yerleştirmelerin yanı sıra artık reklamlarda da sıklıkla dizi karakterlerinin kullanılması bu durumu örneklemektedir. Bu uygulamanın en önemli nedeni, özellikle 2000'li yıllarla birlikte ana yayın kuşağında yer alan yerli dizilerin yüksek izlenirlik oranlarına sahip olmasıdır. Böylece yüksek izlenirlik oranlarının ve alışılmış mitsel değerlerin kullanıldığı dizilerin karakterleri izleyicilerin günlük hayatlarının bir parçası haline gelmiştir. Bu durum kaçınılmaz olarak son yıllarda popüler kültürün bir unsuru haline gelen dizi karakterlerinin, reklamlarda da sıklıkla karşımıza çıkması sonucunu doğurmuştur. Bu doğrultuda çalışmanın temel varsayımı, reklamlar ve televizyon dizilerinin, tüketim kültürü değerleriyle egemen sistemi yeniden ürettiğidir. Bir başka deyişle çalışmanın amacı, reklamlardaki dizi karakterleri kullanımı ile yeniden üretilen tüketim kültürünün egemen ideolojik değerlerinin gözler önüne serilmesidir. Bu bağlamda çalışma kapsamında, Yalan Dünya dizisinin farklı karakterinin yer aldığı üç televizyon reklamı göstergebilimsel olarak çözümlenmiştir. Göstergebilimsel çözümleme yapılırken Seiler'ın (2006), “Göstergebilimsel Çözümleme Rehberi" çalışmasındaki iletişim alanı için ortaya konulmuş çözümleme adımlarından faydalanılmıştır. Çalışmanın sonucunda, farklı ürün kategorilerinden olan (banka, gıda ve otomobil) ve Yalan Dünya karakterlerinin yer aldığı reklamlarla, bireycilik, rekabet, hazcılılık, cinsiyetçilik, gösterişçilik ve statü arayışı gibi tüketim kültürünün egemen değerlerinin yeniden üretildiği ortaya konulmuştur.Consumption culture is created to shape consumption-driven social values and life patterns of individuals. Especially advertisements and television series are of great importance for the reproduction of the values of consumption culture. In recent years, advertisements and television series are intertwined for the dissemination of the values of consumption culture to the community. Besides brand and product placement in television series, the frequent use of the characters of television series in advertising exemplifies this situation. The most important reason of this application in advertising is that local television series, which have been located on the main broadcast since 2000, have a high rate of traceability. Thus, the characters of television series, which have high rates of traceability and use the mythic values, have become a part of the daily life of audiences. Consequently, this led the characters of television series that have recently become the main element of popular culture to appear in advertisements. Accordingly, the main assumption of this study is that the television series and advertisements reproduce the dominant ideology by using the values of the consumption culture. In other words, the aim of the study is to reveal the dominant ideological values of the consumption culture reproduced by using the characters of television series in advertisements. In this context, three advertisements in which the characters of “Yalan Dünya” series take part are examined through semiotic analysis method within the scope of this study. In this study, "the steps of semiotic analysis for communication in "Semiotic Analysis Guide" by Seiler (2006) are applied for the semiotic analysis. In the conclusion of the study, it has been set forth that the dominant values of the consumption culture such as individualism, competition, hedonism, sexism, ostentation and status seeking are reproduced by the advertisements of different product categories (bank, nutrition and automobile) in which the characters of “Yalan Dünya” series figure.

Consumption culture is created to shape consumption-driven social values and life patterns of individuals. Especially advertisements and television series are of great importance for the reproduction of the values of consumption culture. In recent years, advertisements and television series are intertwined for the dissemination of the values of consumption culture to the community. Besides brand and product placement in television series, the frequent use of the characters of television series in advertising exemplifies this situation. The most important reason of this application in advertising is that local television series, which have been located on the main broadcast since 2000, have a high rate of traceability. Thus, the characters of television series, which have high rates of traceability and use the mythic values, have become a part of the daily life of audiences. Consequently, this led the characters of television series that have recently become the main element of popular culture to appear in advertisements. Accordingly, the main assumption of this study is that the television series and advertisements reproduce the dominant ideology by using the values of the consumption culture. In other words, the aim of the study is to reveal the dominant ideological values of the consumption culture reproduced by using the characters of television series in advertisements. In this context, three advertisements in which the characters of “Yalan Dünya” series take part are examined through semiotic analysis method within the scope of this study. In this study, "the steps of semiotic analysis for communication in "Semiotic Analysis Guide" by Seiler (2006) are applied for the semiotic analysis. In the conclusion of the study, it has been set forth that the dominant values of the consumption culture such as individualism, competition, hedonism, sexism, ostentation and status seeking are reproduced by the advertisements of different product categories (bank, nutrition and automobile) in which the characters of “Yalan Dünya” series figure