Tüketim kültürünün aracı olarak reklamlarda nesneleşen birey ya da bireye dönüşen nesne

Abstract

There have been rapid changes and developments in technological life. With the effects of these changes technological developments have a great impact in every area of life as well as our television watching preferences, consumption habits and expectations. In this process of change, which named globalization, the situation of new life forms have been subject of different approaches; although in general there have been critics in terms of globalization as effortless and fast accessibility draw people into craziness to feel themselves different with the things that they consumed, there are other approaches which evaluate this process as the ability to reach options. People started to discover what behind in commercials and perceived that all commercials refer a continual consumption message. Therefore, people consume not only required goods, they spoil materials and espouse to consume luxury and brands. Every single message is transcribed by semiotic and people started to find out unapparent side of the iceberg. Individuals have a weakness for consumption and this discovered by brands to toy with consumers' feelings. It has been seen that together with brands, people expressed themselves with the things that they consumed. Women can be appeared attractive in fashionable dresses, men can be seemed sporty with their latest model cars or young people can be seemed technological by the latest version smart phones. All these things show us the consumed items determine people's statue and prestige. Consequently, goods are transformed into the meaning instead of the medium. When tools got the control and gained anthropomorfic characteristics they started to direct people. Also, tools are personated in advertisements. In question, objects are individuals, anyhow. As a result, people became robots who think themselves unique but aware of similarity. Objects are acted like people with the effects of antrophomorphism as well as showed their feelings and emotions to direct people. Today's advertisement people are influenced by the tools and drawn into the "emotional" and "humanitarian" world. In this study, antropomorphic details in advertisements and their effects on individuals' consumption preferences will be analyzed on the basis of semiology.