— The values are the most important part of the culture and contain images resisting to changes for centuries. Most of the individuals are consciously or unconsciously carry this part of culture as a heritage and hand it to the next generations. However, with the influence of the media especially in the 21st century individuals do not adopt the values as much as they did in the past. The modern individual is almost ready to give up any kind of value when s/he comes across with something more challenging or convincing for them. That's why the histories and the books, the humanity is rewritten all over the world. The individuals are merely a composition of their own thoughts and believes as well as their heritage they got through centuries. These may include the preferences, the tastes and the addictions as well as the genetic functions. The way they use the body language for example or the traditional family lives are all somehow linked to this kind of preferences lists. The meals and the usual drinks are also linked with the past generations and future expectations. The believes of the 21st century such as " You Are What You Eat " still carry not only a cultural value but also a medical value. The media on the other hand is trying hard to change the customs and traditions of the people all over the world providing them always new choices and innovative regenerated food. The media is changing the values of the past for future consumptions. This paper is an attempt to analyze how the media could be affective in Turkey to change the food and beverages consumption and how convincing the advertisements are in this respect. The paper concentrates on national and international brands to start the day and mainly provides and analysis on how the soup changed to tea and tea to coffee for breakfast in Turkish society. With the recent advertising strategies, the discourse analysis of the advertisements are handled to provide a setting for the change precisely showing that the change is not something unknown or haphazard but planned and oriented in a particular way. The paper provides a detailed semantic analysis of the coffee advertisements in the printed press for the year 2013.

2018

This research is based on the construction of signs which often used in advertising to convey message. Therefore, this research is conducted to see how the construction of signs representing myth of lifestyle in Top Coffee advertising Iwan Fals version “Inspiration”. This research uses Roland Barthes’ semiotics theory. The method used in this research is Barthes’ semiotics with denotative, connotative, and myth as the devices. The approach used in this study by using qualitative, subjects were Advertisement Top Coffee Iwan Fals Advertising on TV. While the object of this research is the message on the Top Coffee Advertising Iwan Fals Version. To get Top Coffee Version Iwan Fals Advertising, researchers downloading files from the internet media. The advertising is then used to analyze the research material. In denotative level, ads Top Coffee version Iwan Fals "Inspiration" only show the same character with Iwan Fals. However, the connotative, this advertising shows a new s...

EPISTEME International Journal of Applied Social and Human Scienes, 2023

The aim of this study is to reveal how the concept of culture is constructed in Turkish television advertisements. Based on the idea that advertising is a cultural sign, in this study, the way culture is presented in advertisements is examined. In this context, ‘Kent Advertisement of Bairam ’, which emphasizes the values of Turkish society, was selected and examined. For this purpose, it is thought that the advertisement chosen is a suitable example of analysis in terms of visual, audial, and written content. Following the conceptual explanations, this study concentrates on the cultural elements and their meaning. In the advertisement, it is emphasized which cultural elements are included and how they created contrasts are positioned. It is emphasized how the cultural values and norms of Turkish society are presented in advertisements and how they are placed in this advertisement text. The related advertisement film was analyzed with the method of cultural semiotics and some examples from the advertisement were presented. In this context, the visual and linguistic elements in the relevant advertisement film are based.

Diversifying and spreading since the middle of the 14th century, the mass media has played a significant role in shaping national markets. Due to the mass media, the concept of consumption has left the plane of basic needs, and it a space that provides a hedonist initiative. Currently, we might call those who live in developed countries part of a consumption society or consumption culture. The consumption culture has become widespread because of the dynamism of advertisements. Today, the change in media contents has spread the consumption culture to new areas, so that the infotainment content of television news is now reflected in print media. Especially in health news, one can observe that news reports on beauty and esthetics revolve around creating a perception of an ideal body, and consumption is encouraged as a way of attaining the ideal body. This study examines the consumption culture as it is reflected in health from the 1990s until now. In addition to a broad literature survey, we completed a content analysis on health news published between 1990 and 2008 in the Hürriyet newspaper, publication that has had a large circulation for years and is known as the " flagship " of the Turkish press. ÖZET XIX. yüzyılın ortalarından itibaren çeşitlenen ve yaygınlaşan kitle iletişim araçları, ulusal pazarların biçimlenmesinde önemli bir rol oynamıştır. Kitle iletişim araçları vasıtasıyla tüketim kavramı temel ihtiyaçlar düzleminden çıkarak hedonist bir açılım sağlayan bir boyuta taşınmıştır. Bu açılımın sağlanmasıyla gelinen nokta; tüketim toplumu, tüketim kültürü başlıklarıyla kavramsallaştırılmıştır. Tüketim kültürünün yaygınlaşmasında reklamlar dinamo görevi görmüştür. Türkiye'de 1990 yıllarda özel televizyonların yaygınlaşmasıyla medyanın içeriği değişmiştir. Günümüzde medya içeriklerinde görülen değişim, tüketim kültürünü yayma işini reklam dışında başka mecralara da taşımıştır. Öyle ki televizyonun haberlerde bile bilgi-eğlence (infotainment) içeriği yazılı basına yansımış, gazete haberlerinin magazinselleşmesi başlığıyla tartışılmaya başlanmıştır. Özellikle sağlık haberlerinde, güzellik ve estetik amaçlı haberlerin ideal bir beden algısı yaratma üzerine kurulduğu görülmektedir. İdeal bedene erişme yolu olarak da tüketim teşvik edilmektedir. Bu çalışmada sağlık haberleri üzerinden 1990'lardan günümüze tüketim kültürü olgusu ele alınacaktır. Bu amaçla, geniş bir literatür taramasının yanı sıra yıllardır belli bir tiraj yakalaması ve " amiral gemisi " olarak adlandırılması nedeniyle Hürriyet Gazetesi'nde 1990-2008 yıllarında yayınlanmış sağlık haberlerine ilişkin içerik analizi yapılacaktır.

Anthropological Notebooks, 2022

Coffee, which aids us in learning about the cultural practices of a society, is an important consumption commodity not only in Turkey but throughout the world. In this study, various speciality coffees produced by coffee producers in Artuklu, the historical district of Mardin, the rapid change of cafes and the purchasing practices of consumers have been examined. Ethnographic interviews have also been conducted with coffee producers, cafe owners, and consumers. Coffee producers make various coffees, such as Turkish, Assyrian, Kurdish, Dibek, and cardamom, reflecting the multicultural structure of the city. Cafe owners and producers use expressions and images that emulate antiquity in their brands and logos. The cafes as "third places" become flamboyant spacious spaces leaving their traditional appearance behind. The consumption of new products by visitors of Mardin, an important place for domestic tourists, indicates a new class that seeks pleasure and experience in Turkey.

Journal of Tourism and Gastronomy Studies, 2022

Üçüncü dalga kahve Üçüncü dalga kahve dükkanları Tüketim değerleri Öz Kahve ve kahvehaneler geçmişten günümüze farklı alanlarda bilimsel çalışmalara konu olmuştur. Son yıllarda hızla yaygınlaşan üçüncü dalga kahve ve kahve dükkânları da farklı bilim alanlarınca son dönemde sıklıkla ele alınan konu başlıklarından birisi olmuştur. Bu çalışma konuya tüketim açısından yaklaşmayı ve üçüncü dalga kahve ve kahve dükkanlarına yönelik tüketim değerlerini ortaya koymayı amaçlamaktadır. Bu amaç doğrultusunda fenomenolojik bir yaklaşım ile üçüncü dalga kahve ve kahve dükkânlarını tercih eden 14 tüketici ile yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Yapılan görüşmeler literatürle birlikte incelendiğinde, tüketicilerin üçüncü dalga kahve ve kahve dükkânlarına atfettikleri değerler işlevsel, deneyimsel ve sembolik olmak üzere üç ana tema altında sınıflandırılmıştır. Elde edilen bulgular üçüncü dalga kahve ve kahve dükkanlarının tercih edilmesinde yüksek kalite, artisan üretim, tat, atmosfer, üçüncü yer, benliğin genişletilmesi ve farklı olma arayışı gibi tüketim değerlerinin ön plana çıktığını göstermektedir. Çalışma, tüketim değerleri literatürü çerçevesinde bir model sunması açısından literatüre katkı sağlamaktadır.

"ABSTRACT ETHICS IN PRESENT DAY TURKISH TELEVISION ADVERTISEMENTS AND SEMIOLOGICAL ANALYSES ON THE ISSUE Together with globalism and digital technology , the insurmountable rise of advertising has been on the peak for the last decades in Turkey. Convergent systems have become widespread , such as the internet,web sites, cds, dvds and divxes and have led screen advertisers to regard the mass target (viewer consumers ) as an easily inducable group .In other words ,as a group that can be immediatly exploited by advertisements.We happen to watch these kind of advertisements on tv every night and day in our homes so much that it is obvious that these advertisers make use of advertisements for the only sake of profit or their pure benefit, disregarding public benovalence. Therefore ,from the viewer consumers' point of view the issue reveals itself as social exploitation through advertisements ,which is worth being evaluated on a scientific base. TV advertisements are worthwhile to be studied on because of its direct emphatic exploitation of viewer consumers via puns , language, intonation ,stress,impressive overvoices and popular celebrities. Some advertisements are also accompanied by visual techniques to disguise what the product really lacks .Nowadays it is not uncommon to watch such ads on TV; in other words , it is also an abuse of a mass communication system via audio-visual technology. In this way, the viewer consumers' attention is intentionally drawn to irrelevant details, emphatic or teasing features instead of the real benefits of the product itself.. This situation requires immediate action for the sake of ethics.This present situation is beyond the definition of advertisement, whose actual aim should be to sell a product without disregarding the role of ethics. This paper aims to give some examples of Turkish TV advertisements from the point of view of ethics on the base of semiological analysis-including semiological components,visual and linguistic details of ads especially in food ,beauty care ,and in the field of finance. Finally, the paper also wants to illustrate the actions taken by the Turkish Government and consumers' self-help organisations. KEY WORDS : ADVERTISEMENT- ETHICS- SEMIOLOGY"

International Journal of Interdisciplinary and Intercultural Art, 2020

Culture is the accumulation of knowledge that includes individuals' understanding of art, knowledge, traditions, and skills. Culture as a structure which allows a society to differentiate between communities and individuals' integration with others within their own community, has an important place in the field of advertising. In a globalized competitive environment, it is possible to see that the concept of culture, which has become the focal point of marketing and advertising studies, holds an integrative effect on society in advertising activities. In the planning and realization of marketing activities, the determination of a number of marketing strategies according to the cultural characteristics of the consumers is a necessity in the name of the brand in the globalized competition field. Advertising campaigns created by taking into consideration the cultural differences of consumers provide the convenience of reaching the brand's goals. This paper aims is to analyse the case of the cultural differences in advertising in the context of cultural dimensions of Hofstede through tea ads. Geert Hofstede has important studies on concepts of culture, his model of cultural dimensions, explained in this paper. In addition, semantic and thematic aspects of tea advertisements will be examined and how the fictions will be analyzed. Semiotic literacy has become a tool for interpreting messages transmitted to the masses through advertisements. Sampling on tea ads was created with the "select" method. The reason for choosing tea advertisements is that tea is a plant grown in Turkey and has a cultural effect as. Australia's climate is significant to produce and grow tea. These two countries express contrasting values according to the Hofstede index. In summary, this paper aims to contribute to studies on promoting culture as an important tool by pointing to the semiotic dimensions of advertising indicators. According to the findings from the research, Hofstede index values are shaped according to the dynamics of society. In addition, different effects can occur at different times.

SELÇUK ÜNİVERSİTESİ İLETİŞİM FAKÜLTESİ AKADEMİK DERGİSİ, 2013

The milk consumption in Turkey is far behind of that of the EU states. Taking this as a starting point, our study explored the underlying reasons why in our country and how this gap could be bridged. Parent-child communication, the communication technics of milk firms, competitive communication strategies employed by substitute drinks, have been found as important factors with effect on the issue. In-deep interviews with experts of the field and focus group studies with children revealed important results. At the focus interviews, it's been found that children were perceiving milk as a duty to please parents and get a preferred entertainment as reward. The main reason for this perception amongst children is the insufficiency of parents as positive role models. The milk firms also have established a communication similar to parents which causes to the perception of the "duty drink". "Duty drink" communication without insight to the children is thus not able to reach sufficient motivation on them. At this point, a model communication campaign to carry the milk perception towards a positive approach has been designed and tested. This aspect of the study suggest a model for integrated marketing communication towards children.

Social Semiotics, 2019

Advertising discourses are made of symbols, stereotypes, and myths, that is why analyzing cultural identities in advertisements could provide information on how to see and think of a society. Cultural identity is at first and foremost a "shared individuality" that social actors develop, activate and modify in contexts of social and historical interaction according to specific issues that lead them to act. Advertising appears as a cultural mirror which gives brands symbolic values and a narrative identity. Generally speaking, national identity has always been a sensitive issue for Turkey. The purpose of this paper is to analyze how the advertising discourse constructs the "Turkish being" identity. To that end advertisements offered in the various Turkish media from 1930 until today have been taken into account. Semiotic method has been used. Meaning occurs by progressive enrichment from an elementary core where the constituent values of a society are structured. These values are exploited by narrative structures and later staged through figures which constitute real life.

cim.anadolu.edu.tr

This present paper is concerned with semiological analysis of five Rakı companies' ads which were printed in 2004-2005, in order to find out the advertising strategies of these alcoholic beverages companies. In 2004, with leaving monopoly structure in alcoholic beverage sector in Turkey, especially distilled beverages such as Rakı have become more popular. Rakı is a spirit which is made after the second distillation of aniseed and soma (first distillation is obtained from raisins and fresh grapes). Five new Rakı companies were established and one of which was privatized in Turkey. That means five new brands entered to the Rakı market segment and it was obvious that brand war would begin. This new situation forced new Rakı companies to position themselves different from each other and also apply new differentiation strategies. The aim of this study is to reveal the advertising strategies of beverage companies.

Culture Academy , 2022

Globalization, when evaluated along with the culture, points out the effort of a dominant cultural structure to be universal. The process of being universal consists of the emergence of innovation, its diffusion, and its interaction with the local. At the end of this process, it is inevitable to experience some changes and transformations in both the global and the local. As is realized, at the beginning of the globalization process, what claims to be global should exist as "innovation" and should diffuse. Then, the processes of the innovative and global one to confront the local and make itself accepted can be mentioned. The response of the local against the innovative one determines the direction of change and transformation. Therefore, the diffusion of innovation and the response of local are extremely significant in terms of seeing how the change process will take shape. When this is realized, it is also revealed that some strategies are implemented for the diffusion of innovation. What stands out among these is that the innovation must pay regard to the local while it diffuses, to suppress the response of the local and prevent the emergence of resistance. However, such regard should not be one-sided. The local's recognition of the innovation and its strategies will provide some advantages in attaining desirable outcomes on behalf of itself. In this study, the emergence of the fast-food chain called McDonald's, which has a global scale and contains various elements, as an innovation in Turkey and the cultural strategies it has applied while gaining a place in the Turkish market has been evaluated. For this purpose, the content analysis of McDonald's advertisements in Turkey has been carried out and the themes covered in the analysis have been examined under four titles: local cultural elements, local taste elements, national sentiment-oriented elements and taste elements belonging to different cultures. In each topic title, the references to the themes in question have been brought to the forefront and then what is emphasized and how is done have been examined. In conclusion, it has been tried to see how a global company utilizes local food memory and what changes it makes to this memory.

Vivat Academia. Revista de Comunicación

Consumer culture is generally a reflection of mass culture and popular culture. In this sense, it also includes social changes and transformations. Assuming that consumption is not only limited to 'real needs' but also an act that an individual performs to define himself socially and culturally, it is explained what consumer society means today. Attention is drawn to how individuals in consumer society construct and define themselves through symbolic consumption. In this sense, advertisements in the media are discussed as a tool of consumption culture. The symbols and meanings transmitted through cultural products in the media are analyzed through advertisements. Because advertisements undertake the task of transferring meanings and symbols from the cultural environment to products. In this direction, two commercials of the Elidor brand broadcast in Turkey constitute the sample of the study. The texts of these two commercials are analyzed with the critical discourse analysis...

Health Promotion International, 2015

The aim of this study was to conduct a comprehensive content analysis of Television (TV) food advertising and compare various food advertisements on free-to-air Turkish national TV channels by broadcast time (duration) and frequency over the period of a week (19-25 April 2012). TV food advertisements were the unit of content analysis in this study. Each advertisement identified as promoting a food product was analysed for content; non-food advertisements were not analysed, although they were counted as a proportion of the advertisements aired. We recorded all programmes for 4 h each per day (7 p.m.-11 p.m.), totalling 84 h. Five types of food-related advertisements were identified (basic foods, junk foods, meat products, beverages and fast food), and six types of non-food advertisements. The Student t-test and ANOVA were used to compare the mean broadcast time of all prime time advertising for the two groups. The mean broadcast times for prime time, non-food advertisements showed a statistically significant difference (p < 0.05). This difference is related to the prime time period 7 p.m.-8 p.m. being considered dinner time for most Turkish families. Additionally, the number and broadcast times of beverage advertisements increased during this time period, while the broadcast time per beverage advertisement decreased (ratio = 20.8 s per ads). As a result, TV food advertising increased not only during dinner time but also in overall broadcast time (per advertisement). These findings may be useful for explaining how advertising can negatively influence food choices, thereby increasing public awareness of the need for health messages targeting obesity.

Journal of Paediatrics and Child Health, 2010

h for each TV channel (64 h assessed for each TV channel), making a total of 256 h. Each ad was analysed for food and drink content, duration and audiovisual properties. Results: There were 8853 TV ads and 2848 of these were related to food (32.1%). A majority of food ads included high-calorie, high-fat, high-sugar food and drink rather than core/healthy foods (81%). Chocolate and chocolate bars were the most frequently advertised food/drink product, followed by cakes, coffee, tea, candies, gum, fast food, chips, juices/carbonated beverages, margarine and ice-cream formed the highest rate of food products advertised in decreasing order. Thirty per cent of all obesogenic/unhealthy ads targeted childhood by using audiovisual techniques. The proportion of total advertisements which were for food or drink, and the proportion of food advertisements that were for unhealthy foods were both much higher at the weekend (33% vs. 30% and 84% vs. 78%, respectively). The time period between 1600 and 2000 h was the most concentrated time slot (33%) for food advertising. Conclusions: This study provides data for the first time on the high levels of obesogenic food advertising on Turkish TV. This should alarm policy-makers to set limits on food advertising targeted towards children especially in countries like Turkey in which childhood obesity is emerging as an important public health issue.

International Journal of Marketing, Communication and New Media, 2025

The current study critically evaluates the impact of food advertisements on the politics of culture, particularly about the American culture in Turkey during the time of the Democrat Party, 1950 to 1960. This paper employs methods including archival research and qualitative content analysis of the periodical Hayat Mecmuası to analyze how and to what effects American products and lifestyles were advertised. A similar structure was used in Turkish advertisements which reflected aspects such as family, health, and modernity, and women as managers of the household. These advertisements created consumer tastes that were considered benign by Western standards and viewed American products as markers of modernity. The study denies the influence of cultural exchange on media and the consumers but the study has certain lacunas such as scope limited to print media and restriction from getting adequate archival information. This study enriches discussion on how media and advertising connect mass communication, food culture and Westernization and helps make sense of the role of media and advertising in processes of cultural exchange and societal change.

In the summer of 2003, a Turkish confectionery and cookie company launched a major television advertising campaign through the Young & Rubicam agency in Istanbul. The goal of the campaign was to compete aggressively with the market leaders, Coca-Cola and Pepsi-Cola, by adopting some of the strategies used by those colas in dominating the world’s soft-drink sales and reversing those strategies to suit the Turkish consumers. This study combines textual analysis of the primary television advertisements for Cola Turka along with interviews with two of the account managers for the campaign. The analysis is based on the concept of glocalization of the national, gender and sports themes of the campaign. In appealing to potential consumers of the soft drink, the advertisers exploit the local cultural stereotypes to convince the audience that those who adopt the product will achieve the American dream – to become Turkish. American actors, including Chevy Chase, are used in that effort as they try to live out that dream by adopting Turkish customs, eating Turkish foods and following Turkish soccer stars. Advertising agency executives denied they created anti-American themes, though one of the commercials suggests that if US soldiers drank Cola Turka, they would abandon their goal to win the war in Iraq. The authors argue that the commoditization of nation-making practices has wide implications and real-world effects on public opinion.

2016

The advertisement, regardless of its object, implies a symbiotic relationship between image, text and product, it is amplified by the media used to promote, it meets the manufacturer's needs regarding promotion and it must also overcome prejudices in order to form the consumer's decision to purchase. Analysing the sociological studies about publicity and advertising in the material, we invariably find that the psycho-social approach observes the way in which the group membership determines specific consumer behaviour and a specific way of perception and evaluation of advertisements. We aim at carrying out an exploratory research about promoting Romanian food products through advertising in the past two decades and aim at identifying the type of consumer to which advertising and the evolution of advertisements has caused the change of consumer behaviour. Through the case study of media market in Romania in recent years, we analyse the evolution of advertisements for food, aiming how social values and needs of the individual physiological influences consumer behaviour. And because more and more often in the advertisements to food products of the domestic manufacturers, we encounter elements regarding the geographical origin of the products, in the context in which the advertisement promotes a healthy lifestyle, we have analysed the expected impact by the Romanians producers of food products using the slogan Made in Romania.

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