Publication: Mit ve reklam stratejileri: reklamda Mit kullanımı
Abstract
Bu çalışmanın konusu; reklam uygulamalarında mit kavramanın kullanımıdır. Mit kullanımı; ürün veya hizmet sunarken dolaylı anlatımın göstergesi midir? Miti ne kadar tanıyoruz, biliyoruz ve mitten nasıl etkileniyoruz? Bu tezde bütün bu temel sorulara mitin modern ve modern öncesi toplumlardaki geçmişine bakarak değinilmektedir. Bu farklı toplumsal formasyonlarda iletişim ve tüketim arasında oluşan ilişkiyi dikkate alarak, mitin genelde modern toplumlarda, özelde 1980ler Türkiyesi’nde nasıl bir rol oynadığına bakılmaktadır. Tezde, 1980lerde Türkiye’de uygulamaya sokulan açık ekonomi modeli ile oluşan reklam pazarında üreticiler ve tüketiciler arasında mitlerin kullanımıyla oluşan ilişkiler özelikle irdelenmektedir.
Is myth an indirect way of presenting products and services? How much do we know about myth? How does it influence the daily practice of life? This thesis addresses all these questions by looking at pre-modern and modern notions of myth in their specific social formations. By analyzing the relationship between ˜communicationâ” and ˜consumptionâ” in different social formations, this thesis examines the role of ˜myth” in advertisement in modern societies in general and in 1980’s Turkish society in particular. The thesis focuses on the construction of the advertisement market that was established during the open economy policies adopted in Turkey in 1980s; and specifically analyses the relationship that the use of myth created between consumers and producers.
Is myth an indirect way of presenting products and services? How much do we know about myth? How does it influence the daily practice of life? This thesis addresses all these questions by looking at pre-modern and modern notions of myth in their specific social formations. By analyzing the relationship between ˜communicationâ” and ˜consumptionâ” in different social formations, this thesis examines the role of ˜myth” in advertisement in modern societies in general and in 1980’s Turkish society in particular. The thesis focuses on the construction of the advertisement market that was established during the open economy policies adopted in Turkey in 1980s; and specifically analyses the relationship that the use of myth created between consumers and producers.