Reklama içerden bir bakış
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Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erciyes Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Reklam tarihiyle ilgili çalışmalara çok az rastlanıyor. Bu temel kaygıdan hareketle bu çalışmanın amacı, reklamın bir belge niteliğiyle dönem okumasına imkan verip vermeyeceğidir. Bunu anlayabilmek için reklam hakkında çeşitli yerlerde yazılmış yazılara değil de salt reklam amacıyla Türkiye’de çıkan gazete ve dergilere ve onların da sadece sunuş yazılarına odaklanmak tercih edildi. Çeyrek yüzyıla yayılan ve ilk sayıları erişilebilir durumdaki on reklam gazete ve dergisi inceleme nesnesi olarak seçildi. Çalışma, zamansal olarak 1948-1974 yıllarına karşılık gelen yirminci yüzyılın üçüncü çeyreğiyle sınırlanmış oldu. Bu amaç, kapsam ve sınırlılık çerçevesinde, reklam gazetelerinin ilk sayılarında yer alan sunuş yazılarının okunması yoluyla dönemin reklama ilişkin söylemi betimlenmiş, aynı zamanda reklamın dönemsel yapı ve işleyişi ortaya çıkmış oldu.
Studies on the history of advertising are rare. Based on this basic concern, the purpose of this study is whether the advertising will allow reading a period as a document. To understand this, it was preferred to focus on the newspaper and magazine advertising in Turkey which was published only for advertising. Not just articles written about advertising in various places. And also, it was preferred to focus on their presentation articles. Ten commercial newspapers and magazines were selected as the object of study, which the first issues of them are accessible and span a quarter century. The work is limited to the third quarter of the twentieth century, which as time span corresponded to the years 1948-1974. Within the framework of this purpose, scope and limitation, the advertising discourse of the period was interpreted by reading the presentation articles in the first issues of the advertising newspapers, and at the same time, the periodic structure and functioning of the advertisement was revealed.
Studies on the history of advertising are rare. Based on this basic concern, the purpose of this study is whether the advertising will allow reading a period as a document. To understand this, it was preferred to focus on the newspaper and magazine advertising in Turkey which was published only for advertising. Not just articles written about advertising in various places. And also, it was preferred to focus on their presentation articles. Ten commercial newspapers and magazines were selected as the object of study, which the first issues of them are accessible and span a quarter century. The work is limited to the third quarter of the twentieth century, which as time span corresponded to the years 1948-1974. Within the framework of this purpose, scope and limitation, the advertising discourse of the period was interpreted by reading the presentation articles in the first issues of the advertising newspapers, and at the same time, the periodic structure and functioning of the advertisement was revealed.
Açıklama
Anahtar Kelimeler
Reklam Tarihi, Reklam Gazetesi, 1948-1974 Dönemi, Reklam Çözümlemesi, Advertisement History, Advertisement Newspaper, Term Between 1948- 1974, Advertisement Analysis
Kaynak
Erciyes İletişim Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
8
Sayı
2