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Are we Consuming Goods or Cultural Values through Commercials? A study on Television Advertisements on Communication Service Providers

Year 2014, Volume , Issue 20, 117 - 138, 24.10.2014
https://doi.org/10.16878/gsuilet.56759

Abstract

Advertising, oftentimes construed as a hypnotizing phenomenon, has turned out to be an ever-growing sector the main aims of which consist of giving information, persuading, and triggering action. Provided that the percentage indicating the ratio of television viewing, and the prevalence of advertisements promoting the campaigns of communication service providers are scrutinized, embodied cultural values into these advertisements as a means of attention-getting appear to be evident. In this study, the key concepts constituting the texts were identified by means of analysing the discourse of 30 communication TV advertisements via the method of content analysis, and these concepts
were described with respect to their relationship with cultural values. The findings revealed that the most widely-used concepts in the selected
advertisements were the underlying concepts of traditional values such as “family”, “love”, “sharing”, “solidarity”, “friendship”.

keywords: advertising, advertisements on communication service
providers, cultural values, associating, cultural change

Year 2014, Volume , Issue 20, 117 - 138, 24.10.2014
https://doi.org/10.16878/gsuilet.56759

Abstract

Details

Primary Language English
Journal Section Articles
Authors

Hatice, Fatma, Güten ÇUBUKÇU, DOĞAN, KOŞAR

Publication Date October 24, 2014
Published in Issue Year 2014, Volume , Issue 20

Cite

APA Çubukçu, Doğan, Koşar, H. F. G. (2014). Are we Consuming Goods or Cultural Values through Commercials? A study on Television Advertisements on Communication Service Providers . Galatasaray Üniversitesi İletişim Dergisi , (20) , 117-138 . DOI: 10.16878/gsuilet.56759

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