Öykü Formatlı Televizyon Reklamlarında Kültürel Kimlik Göstergeleri ve Anlamlandırma

Abstract

The study aims to investigate the visual explanation components of cultural identity items in narrative TV commercials broadcast in Turkey with semiotic method. Within this scope, narrative TV commercials of Turkcell, Vodafone and TTNET, three major communication firms of Turkey which broadcast the most TV commercials in 2012 according to the results of a Nar Agency research, were examined. TV commercials have an uncontroversial impact on consumer behaviors today. In recent years, rivalry and international market led advertising to new areas, and Anatolia and its indicators have often been used in commercial films. Various kinds of commercial films have been shown on TV since the sympathy, brand sensibility and loyalty-provision power, which were created by cultural identity indicators used, were recognized. Cultural identity indicators used in television commercials are analyzed according to technical features and linguistic messages. After that cultural identity indicators and their sub-codes determined according to one of the near term's contemporary semiotics theorists Umberto Eco's discourse about the origination of semiotics via communication process which shaped by analyzing of cultural phenomenon. This study aims to shed light on advertising and semiotics context. As a result, developments in communication and marketing opportunities, in accordance with globalization, have made perception and reception process of consumers more important. Advertising, the mutual tool of marketing and communication, forms its activities for this purpose. In communities like in Turkey, where different cultures exist, TV commercials were defined as the way to lead the target audience to a common attitude and behavior, and within this scope, visual elements to transmit religious holidays, ceremonies, values and rituals were specified as cultural identity components used with visual indicators. Key Words: Cultural identity indicators, cultural sub-codes, semiotics, Umberto Eco