Manipulative function of credit card advertisements in Turkey


Thesis Type: Postgraduate

Institution Of The Thesis: Orta Doğu Teknik Üniversitesi, Faculty of Economic and Administrative Sciences, Department of Political Science and Public Administration, Turkey

Approval Date: 2011

Student: HALE NUR BAYRAKTAROĞLU

Supervisor: NECMİ ERDOĞAN

Abstract:

This study intends to investigate the role of credit card commercials in the integration of credit cards to the Turkish society and how this integration has affected the concept of consumption in Turkey. While presenting credit cards to the society, commercials establish certain kinds of relationships between people and credit cards, as well as between people and the other commodities in the market. In this respect, they attempt to rationalize the use of credit cards and to get social approval in order to widen credit card spending among society. Exploring the ways commercials attempt to lay the ground for credit card purchasing, the research focuses on the inversion of established values in the Turkish society related with consumption. In this frame, 210 credit card commercials broadcasted on TV over an eight year period are selected and examined through the combined semiological and content analysis. The outcome of the research unveils the role of credit card commercials in the transformation of the idea of consumption in Turkey. In this sense, research demonstrates the socio-cultural affect of commercials in the society.