İDEALKENT

İDEALKENT

Markalı Güvenlikli Site Reklamlarında Türk Orta Sınıf Hayali

Yazarlar: Ayşe BİNAY KURULTAY, Burcu PEKSEVGEN

Cilt 3 , Sayı 6 , 2012 , Sayfalar 190 - 207

Konular:-

Anahtar Kelimeler:Advertising,Branded home,Lifestyle

Özet: Consumers, defined as the heroes of consumer culture we live in, express their individuality by transforming their life into a life style project. This life style project’s portrayal is developed not only with one’s choice of clothing, but also with one’s home, furniture and home decorations. The myth of the “ideal home” that entered into the lives of İstanbul residents in the early 1980’s with the transition to colored TV broadcasts, is in the foundation of marketing strategies articulated advertisements. The notion of the American dream seems to be at the root of this ideal home myth. The advertising messages for the branded gated communities preferred by the new middle and upper classes need to be explored to confirm their themes. Advertisements for branded gated communities in İstanbul were semiotically analyzed that resulted with the prominent themes of prestige, exclusivity, modernity, status, and elite neighbors.

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@article{2012, title={Markalı Güvenlikli Site Reklamlarında Türk Orta Sınıf Hayali}, volume={3}, number={6}, publisher={İDEALKENT}, author={Ayşe BİNAY KURULTAY,Burcu PEKSEVGEN}, year={2012}, pages={190–207} }
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Ayşe BİNAY KURULTAY,Burcu PEKSEVGEN. (2012). Markalı Güvenlikli Site Reklamlarında Türk Orta Sınıf Hayali (Vol. 3, pp. 190–207). Vol. 3, pp. 190–207. İDEALKENT.
MLA
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Ayşe BİNAY KURULTAY,Burcu PEKSEVGEN. Markalı Güvenlikli Site Reklamlarında Türk Orta Sınıf Hayali. no. 6, İDEALKENT, 2012, pp. 190–207.
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