İdeoloji olarak reklam : Turkcell’in gnctrkcll reklam kampanyasinda gençliğin yaşam tarzi ve tüketim kültürü.

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, Türkiye

Tezin Onay Tarihi: 2013

Tezin Dili: İngilizce

Öğrenci: Okan Tan

Danışman: BARIŞ ÇAKMUR

Özet:

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.