Reklamlar ve izleyici araştırmaları: Ali Taran reklamları örneği
Özet
Advertising, which made great progress with the trasformation from an economy of production to an economy of consumption, must be considered an outcome of the changes brought by the modernity. Production in a massive scale raised the problem of consumption. For the commodities to be consumed, it was necessary to spread them over all the social classes. Advertising in this environment both increased the sales and represented new methods of consumption. While earlier advertising addressed to the rational mind, today's advertising tends to address to the feelings and emotions. It is no longer true that consumption satisfies a need only: Within the realm of "desires", "dreams" and "self-imagination", it serves to enter the world of fantasies. Advertisers are often criticized for affecting social values in a negative way, corrupting the language, culture, and morality, and directing people towards consumption. This is a production oriented criticism, though, assumming no power in the individual to resist. This point of view considers consumption a politically passive action and rejects personal pleasures. Since the 1970's, in the British Cultural Studies, questions concerning how the media texts are read by viewers from different social classes with different cultural backgrounds opened new fields of research. Thus, subjects such as culture, daily life and advertising have begun to be examined. The audience research refuses the idea that viewers are passive receptors manipulated by the dominating power. The viewer understands and interpretes the texts depending on his/her social and cultural situation. In our study we explain that advertisements may include more than one meaning and they are not always decoded in the way they have been encoded. In the study, we will also explain that the viewers are not cultural dumbs who simply decide to buy the advertised product, but that they find pleasure in watching the advirtisement and also criticise it. 324