Tüketim toplumu bağlamında yeniliğin temsili: Türkiye'deki dergi reklamlarından çözümlemeler

Abstract

Within the scope of this thesis, exhibition of the representation of innovation in the context of consumption society is aimed via analyzing magazine advertisements in Turkey. Firstly, theoretical frame has been determined about the term ?innovation? and ?advertisement? in consumption society. In this context, after dealing with terms ?consumption society?, ?consumption culture?, ?Turkey and consumption society? and ?innovation?, theoretical discussions about consumption society and innovation are mentioned. The term advertisement and functionality of advertisement upon consumption society has been considered.Totally numbers of 2020 advertisements which are published in the six months period of November 2007 and March 2008 in Capital, Chip, Geo, Lezzet, Marie Claire Türkiye and Men?s Health magazines have been classified into 12 categories in the basis of binary expenditure groups according to Classification of Individual Consumption by Purpose ? Household Budget Survey (COICOP-HBS). Among these advertisements, 135 of which are selected according to containing at least one term of ?new?, ?innovation?, ?brand-new? and ?innovative? from six categories, food and non-alcoholic beverages; clothing and footwear; furnishings, household equipment and routine maintenance of the house; transportation; recreation and culture; miscellaneous goods and services. Totally 24 of 135 advertisements are analyzed via semiology method with regard to equal distribution among categories.At the end of these advertisement analyses, it has been seen that innovation in the advertisements which are selected according to containing at least one term of ?new?, ?innovation?, ?brand-new? and ?innovative? from six categories, food and non-alcoholic beverages; clothing and footwear; furnishings, household equipment and routine maintenance of the house; transportation; recreation and culture; miscellaneous goods and services context of consumption society is being represented by associating promises such as identity, way of life, experience, safety, beauty and youth, diversity and speed. When these advertisements are classified according to four forms of innovative in Oslo guide, it has been determined that advertisements give place to product innovation and marketing innovation heavily.