Yaşam Biçimi ve Sanat Yapıtlarının Reklama Yansıması

Abstract

In this paper, the advertisement primarily indicating the main principles of a product or a service will be under target. With regard to such an understanding, the process of advertisement's transformation into a cultural fact creating lifestyles and images is evaluated. In addition to the effect of globalization upon the content of commercial messages, the tripartite relationship among advertisement-culture-art work is also considered in this work. Regarding these considerations, the David Sculpture used in Levi's advertisement shall be analyzed in line with a semiological perspective. Besides, the adoption of artificial objects throughout the contemporary comercial messages in order to awake the sensation of beauty from the side of the advertisement-receiver is underlined.