Kendi dünyasının mutlusu
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Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
İstanbul Ticaret Üniversitesi
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Tüketim toplumu ile birlikte bireyler hedonizm ve bireyciliğe yönlendirilmektedir. Bu yönlendirmede en etkin rol alan araçlardan biri medyadır. Medyada üretilen içeriklerle tüketim olgusuyla birlikte hedonizm ve bireycilik topluma aşılanmaktadır. Bunun en belirgin örnekleri tüketimi arttırmayı sağlayan reklamlarda görülür. Reklamlar, ağırlıklı olarak hedef kitlelerine tüketerek mutlu olabileceklerini öğütler. Bu çalışmada iki farklı reklam kampanyasında mutluluk kavramının sunumu incelenecektir. Ülker’in yetmişinci yılına özel olarak hazırlamış olduğu “Mutlu Et ki Mutlu Ol” reklamı ile Eti Browni’nin Burçin Terzioğlu’nun rol almış olduğu Intense ‘’Mutlu Et Kendini’’ reklamları söylem analizi ve göstergebilimsel çözümleme yöntemi kullanılarak bu makalede incelenecektir. Mutluluk kavramını farklı şekilde ele alan iki reklam kampanyasından hareketle bireycilik ve toplumculuk kavramları tartışılacaktır.
Nowadays, people are directed towards hedonism and individualism by the consumption society and one of the most effective tools in this direction is the media. Due to the content produced in the media, hedonism and individualism are grafted to people. The most obvious example is seen in advertisements leading to increased consumption in the society. Advertisements suggest their target audience that they will be happy mainly by consuming. In this study, the presentation of the concept of happiness will be examined through two different advertising campaigns. “Make people happy, Make yourself Happy” is prepared specially for Ülker’ seventy year and “Make Yourself Happy” is another advertisement which is produced by Eti Browni and Burçin Terzioğlu was the main actor, will be examined in this article using discourse analysis and semiological analysis. The concepts of individualism and collectivism will be discussed through two advertising campaigns that deal with the concept of happiness differently.
Nowadays, people are directed towards hedonism and individualism by the consumption society and one of the most effective tools in this direction is the media. Due to the content produced in the media, hedonism and individualism are grafted to people. The most obvious example is seen in advertisements leading to increased consumption in the society. Advertisements suggest their target audience that they will be happy mainly by consuming. In this study, the presentation of the concept of happiness will be examined through two different advertising campaigns. “Make people happy, Make yourself Happy” is prepared specially for Ülker’ seventy year and “Make Yourself Happy” is another advertisement which is produced by Eti Browni and Burçin Terzioğlu was the main actor, will be examined in this article using discourse analysis and semiological analysis. The concepts of individualism and collectivism will be discussed through two advertising campaigns that deal with the concept of happiness differently.
Description
1st International Conference on New Trends in Communication
Keywords
Toplulumculuk, Hedonizm, Bireycilik, Collectivism, Hedonism, Individualism
Journal or Series
1. Uluslararası İletişimde Yeni Yönelimler Konferansı
