1920-1950 Yılları Arasında Türkiye’deki Reklamcılığın Değerlendirilmesi
Yükleniyor...
Dosyalar
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi İletişim Fakültesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Genellikle kitle iletişim araçlarının tarihsel gelişim süreci irdelenirken Dünya’da ve Türkiye’deki süreçleri ayrı ayrı incelenir. Bunun temelinde teknolojik gelişmelere öncelikle gelişmiş ülkelerin öncülük etmesi, o ülkelerde iletişim aracının gelişmeye başlaması ile sonradan başka ülkelere yayılımının sağlanması düşüncesi yatmaktadır. Bu iletişim araçlarında görülen durumun, reklam çalışmaları için de geçerli olduğu görülmektedir. Nitekim reklamın gelişiminde teknolojiye dayalı iletişim araçlarının reklama konu olan markanın duyurumunda önemli bir yere sahip olması etkilidir. Her yeni iletişim aracı, reklamın değişen teknoloji ve tüketici yapısıyla ulaşmak istediği pazara girebilmesinde yönlendirici bir güç oluşturmuştur. Reklamın Türkiye’deki gelişimi tarihler aynı olmasa da başlangıç aşamalarının Batı ülkeleri ile hemen aynı nitelikte olması dikkat çekmektedir. Osmanlı Dönemi’nde yaygın bir şekilde kullanılan “ilan” sözcüğü” nün Cumhuriyet Dönemi’nde “reklam” terimi kullanılarak devam eden serüveninde modern reklamcılığa geçiş hemen olmamıştır. Bununla birlikte geçmişi Osmanlı Devleti’ne dayalı olmakla birlikte Cumhuriyet’in ilan edildiği ilk yılların Türkiye’sinde reklamların ne içerikte olduğu, ne amaçla yapıldığı ve işleyiş sisteminin nasıl olduğu sorusuna yanıt aramak bu çalışmanın amacını oluşturmaktadır. Literatür taraması yöntemi kullanılarak ilgili dönem reklamlarının özelliklerinin ortaya konulmaya çalışıldığı bu çalışmada, ülkenin toplumsal ve ideolojik yapısına uygun olarak reklam içeriğinin oluştuğu ve Osmanlı dönemine kıyasla reklamın biçimsel ve içeriksel yapılarında farklılık olduğu, yeni bir ülkenin kuruluş evresinde “Reklama” yerli malı ürünleri tükettirme ve yerli sermayeyi üretime teşvik ettirmek gibi işlevlerin verildiği bulgularına ulaşılmıştır.
When the historical development of mass media is examined, the processes in the world and in Turkey are usually examined separately. At the heart of this, we can find the idea that the developed countries led the way in terms of technological developments and therefore the communication instruments were spread to other countries with the technologies in question being transferred from these developed countries. What we observe in case of mass media is also valid for advertising. Indeed, the fact that mass media that is based on technology has an important role in the announcement of the brand that is the subject of advertisement is effective in the development of advertising. Each new communication instrument has been a steering force in enabling advertising to get into the desired market together with the changing technology and consumer structure. It is striking that the beginnings of the development of advertising in Turkey exhibit almost the same qualities with the Western countries even though they differ historically. The term “announcement” was widely used in the Ottoman Period and it was replaced by the term “advertising” in the Republican Era; however, the transition to modern advertising did not take place right away. This study aims to look at the very first years of advertising –while it was still based on the Ottoman Empire- after the proclamation of the Republic and seek to find answers as to what the content of the advertisements in these first years were, what was the rationale behind them, and how the system operated. By using the method of literature review, the characteristics of certain dvertisements from the Republican era have been put forward and it has been found that the content of the advertisements were formed in accordance with the social and ideological structure of the country, that the form and content of the advertisements differed from the Ottoman Period, and that “advertising” was assigned with certain functions in these foundational years such as promoting the consumption of domestic products and encouraging the national capital for production.
When the historical development of mass media is examined, the processes in the world and in Turkey are usually examined separately. At the heart of this, we can find the idea that the developed countries led the way in terms of technological developments and therefore the communication instruments were spread to other countries with the technologies in question being transferred from these developed countries. What we observe in case of mass media is also valid for advertising. Indeed, the fact that mass media that is based on technology has an important role in the announcement of the brand that is the subject of advertisement is effective in the development of advertising. Each new communication instrument has been a steering force in enabling advertising to get into the desired market together with the changing technology and consumer structure. It is striking that the beginnings of the development of advertising in Turkey exhibit almost the same qualities with the Western countries even though they differ historically. The term “announcement” was widely used in the Ottoman Period and it was replaced by the term “advertising” in the Republican Era; however, the transition to modern advertising did not take place right away. This study aims to look at the very first years of advertising –while it was still based on the Ottoman Empire- after the proclamation of the Republic and seek to find answers as to what the content of the advertisements in these first years were, what was the rationale behind them, and how the system operated. By using the method of literature review, the characteristics of certain dvertisements from the Republican era have been put forward and it has been found that the content of the advertisements were formed in accordance with the social and ideological structure of the country, that the form and content of the advertisements differed from the Ottoman Period, and that “advertising” was assigned with certain functions in these foundational years such as promoting the consumption of domestic products and encouraging the national capital for production.
Açıklama
1st International Conference on New Trends in Communication
Anahtar Kelimeler
Cumhuriyet Dönemi, Türkiye, Reklamcılık Tarihi, Republican Era, Turkey, History of Advertising
Kaynak
Halkla İlişkiler ve Reklam Çalışmaları E-Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
1
Sayı
1
