Jean Baudrillard perspektifinden postmodernizm bağlamında tüketim toplumu üzerine göstergebilimsel reklam analizi
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bireyler, tüketme ihtiyacıyla hayatını devam ettirmektedir. Bireyin psikolojik ve fizyolojik anlamda doyuma ulaşabilmesi adına tüketim önemli bir olgudur. Günümüz postmodern çağında tüketim sürekli olarak artmakta buna bağlı olarak üretim de artmaktadır. Tüketimin bu denli fazlalaştığı günümüzde tüketici, kendisine farklı olma hissi yaratacak, ayrıcalıklı bir konumda daha konforlu ve özel bir hayat sürme fikriyle satın alma davranışında bulunmaktadır. Postmodern dönemle birlikte bilim, kültür, sanat gibi alanlarda değişim ve dönüşüm söz konusu olmuştur. Artan rekabet ortamı markalara, tüketiciye-bireye, kendini daha özel hissettirerek ürün ve hizmetleri sunabilme görevi atfetmiştir. Her tüketici-birey kendi özellikleri doğrultusunda mesajı algıladığından ötürü markalar aynı anda farklı hedef kitlelere, farklı mesajlar iletmek durumundadır. Dolayısıyla postmodern tüketim kültüründe bireyin değişen istek ve beklentileri ile değişen tüketim anlayışı ev dekorasyonuna ve mobilya reklamlarına da yansımıştır. Çalışmada öncelikle modernizm ve postmodernizm kavramı ile ilgili bilgi verilmiş daha sonra Jean Baudrillard perspektifinden postmodern kavramına değinilerek, bu kavramın tüketim toplumuna olan etkisi seçilen mobilya reklamlarında kullanılan göstergelerle irdelenmiştir. Tezin odak noktası postmodern çağın yansıması olan tüketim toplumunun özelliklerini, seçilen reklamlar doğrultusunda göstergebilimsel yöntemle çözümleyerek görebilmektir. Reklamlarda kullanılan göstergeler sayesinde postmodern tüketicide konfora, rahatlığa, şıklığa, uyuma aynı anda sahip olma isteği yaratılmaktadır. Ayrıca görselliğin, uyumun ve bütünlüğün öne çıktığı mobilya reklamlarında kişiselleştirilebilir olma, her zevke uygun, özel tasarım vb. ögeler dikkat çekmektedir. Bu durum da hep daha fazla tüketmek isteyen ve en iyisine ulaşma hayali içinde olan postmodern tüketim toplumunun ilgi ve beklentileriyle uyuşmaktadır.
People have maintained their lifes with the need of consuming. Consuming is an important fact for getting through to person's satiety physically and phychologically. At the age of today's postmodernism, consuming is getting higher therefore production is also getting higher. In today's world where consumption has increased so much, the consumer is in the buying behavior with the idea of living a more comfortable and private life in a privileged position that will create a feeling of being different. With the postmodern period, there has been change and transformation in fields such as science, culture and art. The increasing competitive environment has assigned brands the task of offering products and services to the consumer-individual by making them feel more special. Since each consumer-individual perceives the message in line with their own characteristics, brands have to convey different messages to different target audiences at the same time. Therefore, in the postmodern consumption culture, the changing understanding of consumption along with the individual's changing wishes and expectations has also been reflected in home decoration and furniture advertisements. In this study, firstly, information about the concept of modernism and postmodernism was given, then the concept of postmodern from the perspective of Jean Baudrillard was mentioned and the effect of this concept on the consumer society was examined with the indicators used in selected furniture advertisements. The focus of the thesis is to see the characteristics of the consumer society, which is the reflection of the postmodern age, by analyzing it with the semiotic method in line with the selected advertisements. Thanks to the indicators which used in advertisements, the desire to have comfort, convenience, elegance and harmony at the same time is created in the postmodern consumer. In addition, in furniture advertisements where visuality, harmony and integrity come to the fore, customizability, special design, etc. elements stand out. This situation is compatible with the interests and expectations of the postmodern consumer society, which always wants to consume more and dreams of achieving the best.
People have maintained their lifes with the need of consuming. Consuming is an important fact for getting through to person's satiety physically and phychologically. At the age of today's postmodernism, consuming is getting higher therefore production is also getting higher. In today's world where consumption has increased so much, the consumer is in the buying behavior with the idea of living a more comfortable and private life in a privileged position that will create a feeling of being different. With the postmodern period, there has been change and transformation in fields such as science, culture and art. The increasing competitive environment has assigned brands the task of offering products and services to the consumer-individual by making them feel more special. Since each consumer-individual perceives the message in line with their own characteristics, brands have to convey different messages to different target audiences at the same time. Therefore, in the postmodern consumption culture, the changing understanding of consumption along with the individual's changing wishes and expectations has also been reflected in home decoration and furniture advertisements. In this study, firstly, information about the concept of modernism and postmodernism was given, then the concept of postmodern from the perspective of Jean Baudrillard was mentioned and the effect of this concept on the consumer society was examined with the indicators used in selected furniture advertisements. The focus of the thesis is to see the characteristics of the consumer society, which is the reflection of the postmodern age, by analyzing it with the semiotic method in line with the selected advertisements. Thanks to the indicators which used in advertisements, the desire to have comfort, convenience, elegance and harmony at the same time is created in the postmodern consumer. In addition, in furniture advertisements where visuality, harmony and integrity come to the fore, customizability, special design, etc. elements stand out. This situation is compatible with the interests and expectations of the postmodern consumer society, which always wants to consume more and dreams of achieving the best.
Açıklama
Anahtar Kelimeler
Reklamcılık, Advertising
