Advertising as ideology : youth lifestyle and consumer culture in Turkcell’s gnctrkcll advertising campaign

Download

index.pdf

Date

2013

Author

Tan, Okan

Metadata

Show full item record

Item Usage Stats

289
views

197
downloads

The main purpose of this thesis is to delineate the role of advertisement campaigns of mobile operators, based on the strategy of marketing segmentation, in promoting and structuring the development of consumer culture in Turkey. Images of the youth, such as that provided by Turkcell advertisements show us a world where consumption has become a cultural dominant and where possession of goods and usage of services mediate social relations. In this context, this work investigates, with a narrow focus on the language of advertisement and its structures of meaning, the ideological aspects of consumption and betray how Turkcell advertising campaigns influence identity construction among the youth through creation of a lifestyle based on consumption.

Subject Keywords

Advertising, Cell phone advertising., Cell phones and teenagers., Cell phones

URI

http://etd.lib.metu.edu.tr/upload/12616235/index.pdf
https://hdl.handle.net/11511/23110

Collections

Graduate School of Social Sciences, Thesis

Suggestions

OpenMETU
Core

Marketing orientation in construction firms: evidence from Turkish contractors Dikmen Toker, İrem; Birgönül, Mustafa Talat (Elsevier BV, 2005-02-01) The major idea behind this paper is that, the role of marketing within the construction industry should be investigated by using an integrated conceptual framework that considers the marketing perception of firms, general marketing practices, expected benefits from marketing and impact of marketing capability to create competitive advantage, so that a complete picture about marketing practices can be drawn. A questionnaire form that has been designed based on this idea is introduced and findings of the ques...
The Effect of guerrilla advertising on consumer’s ad attitude and purchase intention: a study on well-known brands Özkan, Selam Yiğit; Yılmaz, Cengiz; Department of Business Administration (2019) This thesis aims to explore the role of guerrilla advertising on consumers’ advertisement attitudes and purchase intentions on a Turkish sample and related literature. Interpreted as a breath of fresh air and a differential approach on advertising, guerrilla advertising has been implemented by relevant people in their operations in order to be more competitive and reach more people with less effort in the meaning of time and cost, compared to traditional advertising. Although guerrilla advertising has not b...
Organizing corporate culture: a case study of a Turkish software company Çalışır, Meliha; Tileylioğlu, Alaeddin; Department of Business Administration (2008) The purpose of this research is to establish an innovative organizational culture in a Turkish software company. In order to do this, the perceived current and the preferred organizational cultures of the company were studied. The preferred culture of upper management and the differences between the perceived current and preferred organizational cultures by different employee groups were also investigated. The culture assessment was performed using Cameron and Quinn’s (1999) Organizational Culture Assessmen...
Comparison of cognitive modeling and user performance analysis for touch screen mobile interface design Ocak, Nihan; Çağıltay, Kürşat; Department of Information Systems (2014) The main aim of this thesis is to analyze and comparatively evaluate the usability of touch screen mobile applications through cognitive modeling and end-user usability testing. The study investigates the accuracy of the estimated results cognitive model produces for touch screen mobile phone interfaces. CogTool application was used as the cognitive modeling method. Turkcell Cüzdan application, which is suitable for the implementation of both methods, was chosen as the mobile application. Based on the feedb...
What installed mobile applications tell about their owners and how they affect users' download behavior ÜNAL, Perin; Taşkaya Temizel, Tuğba; Eren, Pekin Erhan (2017-11-01) The rapid growth in the mobile application market presents a significant challenge to find interesting and relevant applications for users. An experimental study was conducted through the use of a specifically designed mobile application, on users' mobile phones. The goals were; first, to learn about the users' personality and the applications they downloaded to their mobile phones, second to recommend applications to users via notifications through the use of experimental mobile application and learn about...

Citation Formats

O. Tan, “Advertising as ideology : youth lifestyle and consumer culture in Turkcell’s gnctrkcll advertising campaign,” M.S. - Master of Science, Middle East Technical University, 2013.