Televizyon animasyon reklamlarının Louis Althusser bağlamında eleştirel analizi
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
İdeoloji aktarımının en önemli mediumu (aracı) televizyonun, göze ve kulağa hitap etmesi, her evde bulunması, farklı yaşlarda, kültürlerde bireylere ulaşması; televizyon reklamcılığının önemini arttırmıştır. Reklamlar kaynak ve alıcı arasında mesajın iletilmesi için görev yaparak, aradaki kültürel kodların anlam yüklenmesine müdahale ederek etkili bir araç konumuna gelmiştir. Son yıllarda bilgisayar teknolojisinin ilerlemesiyle televizyon reklamlarında bir anlatı tekniği olan animasyon daha sık kullanılmaktadır. 26 Mayıs 2017 ve 24 Haziran 2017 tarihleri olan Ramazan ayında, en çok izlenen saatler anlamına gelen prime time zamanlarda, ulusal kanalların reklam kuşakları incelenmiştir. Yapılan araştırma sonucunda Algida Nogger Oreo, Algida Classics, Algida Boom Boom ve Yeni Eti Wanted olmak üzere dört adet animasyon reklamı saptanmıştır. Seçilen televizyon animasyon reklamlarının literatür taramasıyla birlikte, göstergebilimsel yöntem kullanılarak yapılan analizinde reklamların, Louis Althusser bağlamında eleştirel teori ekseninde kapitalist ideolojik yapıyı destekleyecek şekilde oluşturulduğu tespit edilmiştir. Bu araştırma Louis Althusser felsefesi bağlamında, kapitalist ideolojinin farklı türlerde açığa çıktığını göstermek bakımından önemlidir.
The most important medium of ideology transfer is television which is used in every house that appeals to the eyes and ears, to reach individuals in cultures at different ages; has increased the importance of television advertorials. Advertorials have served as an effective means of communicating the message between the source and the recipient, interfering with the meaning of the cultural codes in between. Animation, which is a narrative technique in television advertorials in recent years, is being used more frequently with the advancement of computer technology. During the Ramadan of May 26, 2017 and June 24, 2017, the advertising lines of national channels were examined at prime time, which means the most watched hours. As a result of the research, four animation advertorials were found, namely Algida Nogger Oreo, Algida Classics, Algida Boom Boom and Yeni Eti Wanted. In the analysis of selected television animated advertorials, using the semiological method together with literature review, it has been found that the advertisements were formed to support the capitalist ideology on the axis of critical theory in the context of Louis Althusser. This research is important in the context of the Louis Althusser philosophy to show that the capitalist ideology is evolving in different types.
The most important medium of ideology transfer is television which is used in every house that appeals to the eyes and ears, to reach individuals in cultures at different ages; has increased the importance of television advertorials. Advertorials have served as an effective means of communicating the message between the source and the recipient, interfering with the meaning of the cultural codes in between. Animation, which is a narrative technique in television advertorials in recent years, is being used more frequently with the advancement of computer technology. During the Ramadan of May 26, 2017 and June 24, 2017, the advertising lines of national channels were examined at prime time, which means the most watched hours. As a result of the research, four animation advertorials were found, namely Algida Nogger Oreo, Algida Classics, Algida Boom Boom and Yeni Eti Wanted. In the analysis of selected television animated advertorials, using the semiological method together with literature review, it has been found that the advertisements were formed to support the capitalist ideology on the axis of critical theory in the context of Louis Althusser. This research is important in the context of the Louis Althusser philosophy to show that the capitalist ideology is evolving in different types.
Açıklama
Anahtar Kelimeler
Reklamcılık, Advertising
