Abstract
Turkiye Is Bankasi was founded in 1924, after the military victory that is the Turkish War of Independence, with the contributions of Mustafa Kemal Ataturk in order to boost the economic growth of the young Republic of Turkey. Turkiye Is Bankasi became a precursor of the country’s economic growth by presenting the concept of 'saving' which means a lot to the individual of the modern period. As one of the economic agents of the young Turkey, Turkiye Is Bankasi took it as its mission to raise awareness for the importance of savings. In the post-modern period, people are motivated to focus on consumption instead of saving, put themselves in the center of life, live in the moment and look for happiness. The banking sector in the post-modern period, unlike the modern period, boosts consumption by using strategies which cause consumers to use the money that has not yet been made, such as bank loans and credit cards. However, in both modern and post-modern periods, Turkiye Is Bankasi has continued to give the same message, which raises awareness for the importance of saving, to the consumers. The study aims to analyze advertisements that are focused on saving which seems as a rebellion against the pillars of the consumption society, and discuss the reasons for such strategy. DOI: 10.5901/mjss.2015.v6n1p443
Highlights
After the victory of War of Independence, Turkey went through an economic depression in the 1920s, which called for development in many areas such as industry and banking
This study aims to describe the saving messages by Türkiye øú BankasÕ which has used the 'saving' messages since its foundation days to position itself in the banking sector, and discuss the meaning of the saving phenomenon, which clashes with the consumer society, in today’s market
Türkiye øú BankasÕ, which was founded in this period, has used national values and the concept of saving in its brand advertisements
Summary
After the victory of War of Independence, Turkey went through an economic depression in the 1920s, which called for development in many areas such as industry and banking. In this context, 'saving' has become an essential concept for the daily life. By definition, 'saving' means “preservation, a reduction in expenditure”, and it is the best solution to overcome the concern for the future which haunts people in all societies. It is of vital importance for banks. The consumer has been manipulated to believe the false promises that thanks to these banking services everything can be owned and consumed
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