Reklamlarda oryantalist ve re-oryantalist söylem “Türk Hava Yolları ve Coca Cola” örneği
Yükleniyor...
Dosyalar
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Yaşadığımız çağa iyice nüfuz etmiş olan reklamlar, toplumsal hayat üzerinde etkili olan araçlardan biridir. Önemli bir temsil aracı olarak reklamlar, yarattıkları söylemler ile kitlelere başka anlamlar dünyası sunmaktadır. Doğu ve Batı üzerinde yüzyıllardır medyanın oluşturduğu algı ve ‘öteki’ni yaratma sürecine katkıda bulunan disiplinlerden biri de reklamlar olmuştur. Oryantalist Batı’nın gözüyle Doğu’ya bakan ve kendi ‘öteki’lerini yaratan Doğuluların re-oryantalizm sürecinde reklamları etkili bir araç olarak kullandıkları görülmektedir. Zaman zaman oryantalist ve re-oryantalist söylemin can bulduğu reklamlar kitlelerin zihinlerindeki algıları güçlendirme ve değiştirmede fazlasıyla etkili olmaktadır. Bu çalışmada reklamlardaki oryantalist söylem, re-oryantalist söylem, Doğu, Batı ve ‘öteki’ kavramları incelenmiştir. Bu bağlamda, Türk Hava Yolları ‘Hayal Edince’ ve Coca Cola ‘The Coke Chase’ reklamları seçilerek, göstergebilimsel analiz yapılmıştır.
Every culture has a different ‘self’ and ‘other’ marginalization in itself. In every era, each society has re-created its own ‘others’. Therefore, the identity of ‘self’ and the ‘other’ has been defined over and over again. Orientalism, which can be described as images of the West in terms of the East, or perception of the East through words and imagery created within the West's own institutions. The media is directly involved in the process of otherization. One of the media tools that contribute to this process from time to time is advertising, because it is seen as a means of communication in the ways of life, customs, attitudes, mindsets and values of people. For the last few decades, orientalism and reorientalism have continued to influence discussion in advertisements. The article is based on an analysis of two advertisements as Turkish Airlines ‘When Imagined’ and Coca Cola ‘The Coke Chase’. And the study approaches to advertisements not just as a tool for the promotion of goods but it also determines boundaries between “self and the other” from time to time. In the study, within the semiotic analysis the characteristic of the ‘other’, the dominant orientalist, and re-orientalist facts is examined in the discourse.
Every culture has a different ‘self’ and ‘other’ marginalization in itself. In every era, each society has re-created its own ‘others’. Therefore, the identity of ‘self’ and the ‘other’ has been defined over and over again. Orientalism, which can be described as images of the West in terms of the East, or perception of the East through words and imagery created within the West's own institutions. The media is directly involved in the process of otherization. One of the media tools that contribute to this process from time to time is advertising, because it is seen as a means of communication in the ways of life, customs, attitudes, mindsets and values of people. For the last few decades, orientalism and reorientalism have continued to influence discussion in advertisements. The article is based on an analysis of two advertisements as Turkish Airlines ‘When Imagined’ and Coca Cola ‘The Coke Chase’. And the study approaches to advertisements not just as a tool for the promotion of goods but it also determines boundaries between “self and the other” from time to time. In the study, within the semiotic analysis the characteristic of the ‘other’, the dominant orientalist, and re-orientalist facts is examined in the discourse.
Açıklama
Tez (Yüksek Lisans) -- İstanbul Ticaret Üniversitesi -- Kaynakça var.
Anahtar Kelimeler
Reklamcılık, Advertising
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Şişli, Fatma. (2017). Reklamlarda oryantalist ve re-oryantalist söylem “Türk Hava Yolları ve Coca Cola” örneği. (Yayımlanmamış yüksek lisans tezi). İstanbul Ticaret Üniversitesi, Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Reklamcılık, İstanbul
