Siyaset Ekonomi ve Yönetim Araştırmaları Dergisi

Yazarlar: Murat SEZGİN, Mehtap FARIMAZ

Konular:-

Anahtar Kelimeler:Consumer Culture,Needs,Advertising,Television Commercials

Özet: Needs In Consumptıon Culture Abstract This study aims to investigate people consumption habits, real and hedonic needs, learnt needs which came with globalisation and capitalism system in the new world. “Do people do shopping to supply necessities or to satisfy their feelings ” The study that looks for the answer to this question will investigate what “something “will promise when you buy something and if it will carry out or not. In this age we are in and called “communication age”, the only thing reminding and teaching their needs to people is advertisements. The media ads are presented changes as fast as itself. For this reason, to make a limitation to this study, some advertisements released in TV and the messages that conveyed to consumers will be examined. “What do advertisements promise to consumers ” “Does the product that is advertised supply the abstract needs as well as the concrete needs when the product is bought. The goal of this study seeking for these answers is to exhibit to argue people into buying products of marketing strategies calling rational and hedonic emotions. Firstly it will be focused on the notion “need” and it will be paid attention to how the notion “need" has changed and how it has shaped. Afterwards, consumption and capitalism completely changing it into “era sickness” will be discussed. Unstable consumption habits and why it has changed that much will be investigated. Lastly, the advertisements causing all those changes at most, especially TV advertisements, effects, promises, products sold and emotions that is believed to bring with those products will be studied

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