Televizyon Reklamlarında Dizi Karakteri Kullanımıyla Sunulan Tüketim Kültürü Değerleri: Yalan Dünya Örneği / Values of Consumption Culture Presented by the Use of Characters of TV Series in Advertisements: “Yalan Dünya” Sample

Abstract

Consumption culture is created to shape consumption-driven social values and life patterns of individuals. Especially advertisements and television series are of great importance for reproduction of values of consumption culture. In recent years, advertisements and television series are intertwined for dissemination of values of consumption culture to community. Besides brand and product placement in television series, frequent use of characters of television series in advertising exemplifies this situation. The most important reason of this application in advertising is that local television series, which have been located on main broadcast since 2000, have a high rate of traceability. Thus, characters of television series, which have high rates of traceability and use mythic values, have become a part of daily life of audiences. Consequently, this led characters of television series that have recently become main element of popular culture to appear in advertisements. Accordingly, main assumption of this study is that television series and advertisements reproduce dominant ideology by using values of consumption culture. In other words, aim of study is to reveal dominant ideological values of consumption culture reproduced by using characters of television series in advertisements. In this context, three advertisements in which characters of “Yalan Dunya” series take part are examined through semiotic analysis method within scope of this study. In this study, the steps of semiotic analysis for communication in Semiotic Analysis Guide by Seiler (2006) are applied for semiotic analysis. In conclusion of study, it has been set forth that dominant values of consumption culture such as individualism, competition, hedonism, sexism, ostentation and status seeking are reproduced by advertisements of different product categories (bank, nutrition and automobile) in which characters of “Yalan Dunya” series figure