the dynamic interaction between advertising and popular culture

192 Pages·2006·10.15 MB·English

THE DYNAMIC INTERACTION BETWEEN ADVERTISING AND
POPULAR CULTURE:
A CASE STUDY ON İXİR TV COMMERCIALS
A THESIS
SUBMITTED TO THE DEPARTMENT OF
GRAPHIC DESIGN
AND THE INSTITUTE OF FINE ARTS
OF BİLKENT UNIVERSITY
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF
MASTER OF FINE ARTS
By
Bahar Seçmeer
May, 2006
I certify that I have read this thesis and that in my opinion it is fully adequate, in
scope and in quality, as a thesis for the degree of Master of Fine Arts.
..................................................................................................
Assist. Prof. Dr. Mahmut Mutman (Principal Advisor)
I certify that I have read this thesis and that in my opinion it is fully adequate, in
scope and in quality, as a thesis for the degree of Master of Fine Arts.
.....................................................................................
Assist. Prof. Dr. Özlem Sandıkçı (Co-Advisor)
I certify that I have read this thesis and that in my opinion it is fully adequate, in
scope and in quality, as a thesis for the degree of Master of Fine Arts.
......................................................................................
Prof. Dr. Bülent Özgüç
I certify that I have read this thesis and that in my opinion it is fully adequate, in
scope and in quality, as a thesis for the degree of Master of Fine Arts.
......................................................................................
Assist.Prof. Andreas Treske
Approved by the Institute of Fine Arts
..........................................................................................................
Prof. Dr. Bülent Özgüç
Director of the Institute of Fine Arts
ABSTRACT
THE DYNAMIC INTERACTION BETWEEN ADVERTISING AND
POPULAR CULTURE: A CASE STUDY ON İXİR TV COMMERCIALS
Bahar Seçmeer
M.F.A. in Graphic Design
Supervisor: Assist. Prof. Dr. Mahmut Mutman
Co-Supervisor: Assist. Prof. Dr. Özlem Sandıkçı
May, 2006
In the scope of the thesis, the “advertising” concept--rather than its economic
dimension-- is taken as a matter of culture under the form of popular culture, serving
as a repository for social and cultural data. How the dynamic interaction and the
mutually exclusive culture generation among advertising and popular culture takes
place is examined upon the latest commercials for validity and up to datedness.
Furthermore, İxir TV commercials, because of their periodical importance, rich
content and popularityare chosen as the sample case for further investigations.
Keywords: Advertising as a Cultural Institution, Popular Culture, Text, Textual
Analysis, Internet, İxir, Television, Social Tableau, Media, Ads Consumed.
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ÖZET
POPÜLER KÜLTÜR VE REKLAM ARASINDAKİ DİNAMİK ETKİLEŞİM,
ÖRNEK ÇALIŞMA: İXİR TELEVİZYON REKLAMLARI
Bahar Seçmeer
Grafik Tasarım Bölümü
Yüksek Lisans
Tez Yöneticisi: Yard. Doç. Dr. Mahmut Mutman
Yardımcı Tez Yöneticisi: Yard. Doç. Dr. Özlem Sandıkçı
Mayıs, 2006
Bu tez kapsamında “reklam” kavramı, ekonomik araç olma boyutunun ötesinde,
popüler kültür başlığı altında kültürel ve sosyal bir veri havuzu olması açısından ele
alınmıştır. Popüler kültür ve reklam arasındaki dinamik paylaşım, etkileşim ve iki
yönlü kültür yaratma süreci; güncellik ve geçerlilik taşıması açısından öncelikle en
yeni örnekler üzerinden incelenmiştir. Bununla birlikte, yayımlandığında büyük
yankı uyandırmış; geniş kitleleri etkisine almayı başarmış; önemli bir dönemin
özelliklerini taşıyan; toplum ve kültür unsurlarını temsil eden “İxir televizyon
reklamları” örnek olay olarak değerlendirilmiştir.
Anahtar Kelimeler: Kültür Bağlamında Reklam, Popüler Kültür, Metin, Metin
İncelemesi,İnternet, İxir, Televizyon , Sosyal Tablo, Medya, Tüketilen Reklam.
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ACKNOWLEDGEMENTS
I would like to express my deep sense of gratitude to Assist. Prof. Dr. Mahmut
Mutman for the tolerance, care and valuable support he has shown all through my
graduate study and thesis period.
I would like to give my thanks to Assist. Prof. Dr Özlem Sandıkçı for the
encouragement, guidance and moral support she has provided during my favorite
courses with her and the thesis.
I thank Prof. Dr. Bülent Özgüç and Assist. Prof. Andreas Treske. I am grateful for
their guidance and being there for me. I would also like to thank to Prof. Dr. Nezih
Erdoğan for guiding me and believing in me during my courses.
I am so happy to see my graduate classmate Burcu Asena; Emine Öztürk , Batman
family, Elif Öztek, Aslı Ciğer, Sedefoğlu family next to me. I would like to thank all
the people; my relatives, my friends around me who know themselves. I also
appreciate ATCW-Ali Taran Creative Workshop for their contribution.
I would like to give my thanks to my fiancée Cemil Sedefoğlu for supporting me and
helping out whenever I needed.
Most of all, I am so lucky to have Candemir, Gülten and Burcu Seçmeer as my angel
family. I would like to thank them for their respect, love, support and patience.
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To My Family
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TABLE OF CONTENTS
ABSTRACT………………………………………………………………………….i
ÖZET………………………………………………………………………………...ii
ACKNOWLEDGEMENTS………………………………………………………..iii
DEDICATION……………………………………………………………………...iv
TABLE OF CONTENTS…………………………………………………………...v
LIST OF FIGURES……………………………………………………………….viii
1. INTRODUCTION………………………………………………………………1
1.1. Purpose of Study…………………………………………………………..1
1.2. Chapters in Brief……………………………………………………………6
2. THEORETICAL FRAMEWORK AND METHODOLOGY ……………….8
2.1. Theoretical Framework…………………………………………………….8
2.1.1. Culture……………………………………………………………….8
2.1.2. Popular Culture……………………………………………………..9
2.1.2.1. Historical Perspective and Scholarly Study…………………10
2.1.2.2. Definition………………………………………………………15
2.1.2.3. Related Terms; High Culture, Folk Culture, Mass
Culture…………………………………………………………..20
2.1.2.4. Media Culture…………………………………………………26
2.1.3. Advertising as a Cultural Institution……………………………..28
2.1.4. Advertising and Popular Culture…………………………………45
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2.2. Methodology, Approaches to Studying Popular Culture and
Advertising………………………………………………………………...55
2.2.1. Text………………………………………………………………….55
2.2.2. Text and Popular Culture…………………………………………58
2.2.3. Textual Analysis……………………………………………………59
3. ANALYSIS OF İXİR TV COMMERCIALS………………………………...73
3.1. TVCommercials…………………………………………………………..73
3.2. Textual Analysis of İxir TV Commercials……………………………….74
3.2.1. A Glance at Turkey, 2000………………………………………….74
3.2.2. Overall Analysis İxir TV Commercials…………………………...76
3.2.3. İxir TV Commercial 1……………………………………………..96
3.2.4. İxir TV Commercial 2……………………………………………102
3.2.5. İxir TV Commercial 3……………………………………………107
3.2.6. İxir TV Commercial 4……………………………………………112
3.2.7. İxir TV Commercial 5……………………………………………116
3.2.8. İxir TV Commercial 6……………………………………………121
3.2.9. İxir TV Commercial 7……………………………………………125
3.2.10.İxir TV Commercial 8……………………………………………130
3.2.11.Other Possible Meanings…………………………………………135
3.2.11.1. Food culture……………………………………………….135
3.2.11.2. Language…………………………………………………..136
3.2.11.3. Popular Culture…………………………………………...137
3.2.11.4. Propaganda………………………………………………..138
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3.2.11.5. Social Tableau …………………………………………….138
3.2.11.6. Globalization, Glocalization ……………………………..142
3.2.11.7. Urbanization………………………………………………144
3.2.11.8. Education, Progress………………………………………146
3.2.11.9. Class, Lifestyles……………………………………………148
3.3. İxir TV Commercials and Media………………………………………..154
3.3.1. TV Commercials in Media, Impact on Media and Audiences…156
3.3.2. İxir TV Commercials, Demos from Media……………………...157
4. CONCLUSION……………………………………………………………….166
5. REFERENCES……………………………………………………………….170
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LIST OF FIGURES
Figure 1. The distinction between “high culture” and “popular culture as of
“form”……………………………………………………………………………….20
Figure 2. The distinction between “high culture” and “popular culture as of
“function”……………………………………………………………………………21
Figure 3. The distinction between “high culture” and “popular culture as of
“evaluation”…………………………………………………………………………22
Figure 4. Benetton (2003), “Food for Education 1”…………………………...29
Figure 5. Benetton (1998), “Human Rights – Women”……………………….29
Figure 6. Doğuş Otomotiv (2005), “Back Seat”……………………………….30
Figure 7. BKM-Chip&Pin (2006), “Miss.Cascade”…………………………...30
Figure 8. Cumhuriyet (2006), “Are you aware of the danger?”……………….31
Figure 9. Humo Magazine (2006), “Saddam reading Humo”…………………32
Figure 10. Volkswagen-Beetle (2002), “Turbo”………………………………..33
Figure 11. OMO (2005), “Football Game”……………………………………..33
Figure 12. Pepsi, (2005), “Shadow Puppets”…………………………………...34
Figure 13 First-Neogum (2005), “Underwater”………………………………..34
Figure 14. Knorr- Meatball Ingredients (2005), “Which One?”………………..35
Figure 15. Filli- Dye (2005), “Fenerbahçe”…………………………………….36
Figure 16. Akbank- Company (2005), “Proposal”…………………………….36
Figure 17. Ülker- Biskrem (2005), “Oh My God!”……………………………..37
Figure 18. Üker- İçim Yoghurt (2006), “Village Recipe”………………………38
Figure 19. Kent (2005), “Bayram Greetings”…………………………………...39
Figure 20. Rejoice- Shampoo (2005), “Center of Attention”…………………...39
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