Advertising as ideology : youth lifestyle and consumer culture in Turkcell’s gnctrkcll advertising campaign


Thesis Type: Postgraduate

Institution Of The Thesis: Middle East Technical University, Turkey

Approval Date: 2013

Thesis Language: English

Student: Okan Tan

Supervisor: BARIŞ ÇAKMUR

Abstract:

The main purpose of this thesis is to delineate the role of advertisement campaigns of mobile operators, based on the strategy of marketing segmentation, in promoting and structuring the development of consumer culture in Turkey. Images of the youth, such as that provided by Turkcell advertisements show us a world where consumption has become a cultural dominant and where possession of goods and usage of services mediate social relations. In this context, this work investigates, with a narrow focus on the language of advertisement and its structures of meaning, the ideological aspects of consumption and betray how Turkcell advertising campaigns influence identity construction among the youth through creation of a lifestyle based on consumption.