Definition Of Symbolic Consumption In Advertising Within The Context Of The Diderot Effect: An Investigation On Television Advertisements

Şeyma Kara; Ersin Diker

Makale detayları

Definition Of Symbolic Consumption In Advertising Within The Context Of The Diderot Effect: An Investigation On Television Advertisements

Yazarlar:

Şeyma Kara | Ersin Diker

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Intermedia International E-journal Vol.10 Issue 18, pp.89-111

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001292342

pISSN:

2149-3669

Anahtar kelimeler:

Özet:

 The conscious consumption behavior we carry out to meet what we need within the framework of the Diderot effect brings it to a point where we buy things that we do not need, which can be described as excessive consumption. Individuals believe that the purchased items are a part of their identity, and they engage in unplanned consumption activities in order to purchase all the products necessary to create this identity and lifestyle. Advertisements, especially advertising messages prepared with various symbolic elements, have an important role in shaping the excessive consumption habits of individuals. In this context, the aim of the study is to examine the way the concept of symbolic consumption is handled in television advertisements in the context of the Diderot effect by using semiotic analysis method. The importance of the research, unlike other studies, is to reveal the effect of advertising on the concepts of symbolic consumption and Diderot effect and to contribute to the elimination of deficiencies in the field. The findings obtained after the examination revealed the parallel relationship between acquiring a new product and the happiness felt, and it was concluded that the consumer was included in an endless consumption spiral, where he felt the need to provide harmony and integrity among all his goods, and bought what he did not need. In the light of this information, it has been determined that the consumer is directed to consume not one, but more than one product, with the thought that in order to lead a happy life as presented in the advertisements, the goods should provide harmony and integrity with each other.

 The conscious consumption behavior we carry out to meet what we need within the framework of the Diderot effect brings it to a point where we buy things that we do not need, which can be described as excessive consumption. Individuals believe that the purchased items are a part of their identity, and they engage in unplanned consumption activities in order to purchase all the products necessary to create this identity and lifestyle. Advertisements, especially advertising messages prepared with various symbolic elements, have an important role in shaping the excessive consumption habits of individuals. In this context, the aim of the study is to examine the way the concept of symbolic consumption is handled in television advertisements in the context of the Diderot effect by using semiotic analysis method. The importance of the research, unlike other studies, is to reveal the effect of advertising on the concepts of symbolic consumption and Diderot effect and to contribute to the elimination of deficiencies in the field. The findings obtained after the examination revealed the parallel relationship between acquiring a new product and the happiness felt, and it was concluded that the consumer was included in an endless consumption spiral, where he felt the need to provide harmony and integrity among all his goods, and bought what he did not need. In the light of this information, it has been determined that the consumer is directed to consume not one, but more than one product, with the thought that in order to lead a happy life as presented in the advertisements, the goods should provide harmony and integrity with each other.

 The conscious consumption behavior we carry out to meet what we need within the framework of the Diderot effect brings it to a point where we buy things that we do not need, which can be described as excessive consumption. Individuals believe that the purchased items are a part of their identity, and they engage in unplanned consumption activities in order to purchase all the products necessary to create this identity and lifestyle. Advertisements, especially advertising messages prepared with various symbolic elements, have an important role in shaping the excessive consumption habits of individuals. In this context, the aim of the study is to examine the way the concept of symbolic consumption is handled in television advertisements in the context of the Diderot effect by using semiotic analysis method. The importance of the research, unlike other studies, is to reveal the effect of advertising on the concepts of symbolic consumption and Diderot effect and to contribute to the elimination of deficiencies in the field. The findings obtained after the examination revealed the parallel relationship between acquiring a new product and the happiness felt, and it was concluded that the consumer was included in an endless consumption spiral, where he felt the need to provide harmony and integrity among all his goods, and bought what he did not need. In the light of this information, it has been determined that the consumer is directed to consume not one, but more than one product, with the thought that in order to lead a happy life as presented in the advertisements, the goods should provide harmony and integrity with each other.

 Diderot etkisi çerçevesinde ihtiyacımız olanı karşılamak için gerçekleştirdiğimiz bilinçli tüketim davranışı yerini aşırı tüketim olarak nitelendirilebilecek, ihtiyacımız olmayan şeyleri satın aldığımız bir noktaya getirmektedir. Bireyler, satın alınan eşyaların kimliğin bir parçası olduğuna inanmakta olup bu kimlik ve yaşam biçimini oluşturmada gerekli olan tüm ürünleri satın almak için planlanmamış birbirinden farklı tüketim eylemlerine dâhil olmaktadır. Bireylerin, aşırı tüketim alışkanlıklarının şekillenmesinde reklamların, özellikle de çeşitli sembolik unsurlarla hazırlanan reklam mesajlarının önemli bir rolü bulunmaktadır. Bu bağlamda çalışmanın amacı, Diderot etkisi bağlamında sembolik tüketim kavramının televizyon reklamlarında ele alınış şeklinin göstergebilimsel analiz yöntemi kullanılarak incelenmesidir. Araştırmanın önemi ise diğer çalışmalardan farklı olarak sembolik tüketim ve Diderot etkisi kavramları üzerinde reklamın etkisi ortaya çıkarmak ve konuyla ilgili alandaki eksikliklerin giderilmesine katkıda bulunmaktır. İnceleme sonrası elde edilen bulgular yeni bir ürün edinme ve hissedilen mutluluk arasındaki paralel ilişkiyi gözler önüne sermiş olup tüketicinin, tüm eşyaları arasında uyum ve bütünlük sağlaması gereksinimi hissettirilerek, ihtiyacı olmayanı satın aldığı sonsuz bir tüketim sarmalına dahil edildiği sonucuna varılmıştır. Bu bilgiler ışığında tüketicinin, reklamlarda sunulduğu gibi mutlu bir yaşam sürebilmesi için eşyalarının birbiriyle uyum ve bütünlük sağlaması gerektiği düşüncesiyle bir değil birden fazla ürün tüketimine yönlendirildiği tespit edilmiştir.

Makale detayları

Definition Of Symbolic Consumption In Advertising Within The Context Of The Diderot Effect: An Investigation On Television Advertisements

Yazarlar:

Şeyma Kara | Ersin Diker

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Intermedia International E-journal Vol.10 Issue 18, pp.89-111

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001292342

pISSN:

2149-3669

Diderot Etkisi

Göstergebilim

Televizyon Reklamları

Tüketim

Sembolik TüketimDiderot Etkisi

Göstergebilim

Televizyon Reklamları

Tüketim

Sembolik Tüketim

Sayı

Makale detayları

Yazarlar: Şeyma Kara | Ersin Diker

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: Intermedia International E-journal Vol.10 Issue 18, pp.89-111

Belge Tipi: Makale

Yayın Tarihi: 6/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001292342

pISSN: 2149-3669

Sayı

Yazarlar:

Şeyma Kara | Ersin Diker

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Intermedia International E-journal Vol.10 Issue 18, pp.89-111

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001292342

pISSN:

2149-3669