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GÖSTERGEBİLİMSEL ANALİZ YOLUYLA KİŞİSEL BAKIM REKLAMLARININ İNCELENMESİ

URBAAN EXAMINATION of PERSONAL CARE ADVERTISEMENTS THROUGH SEMIOLOGICAL ANALYSIS

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Abstract (2. Language): 
This paper focuses on an analysis of reproducing meanings by personal care advertisements. The main purpose of the study is to identify the world presented or created by advertisements for the consumers and to clarify basic characteristics and components of this world. Within this direction, advertisements of personel care products towards women and men are analyzed comparatively. In this process, personel care advertisements published in 2013 are investigated through semiological analysis. In the conclusion of the study, the differences and similarities between advertisements of personel care products towards women and men were revealed. In this regard, the foreground values and concepts in the advertisements in order to persuade consumers were determined.
Abstract (Original Language): 
Bu çalışma, kişisel bakım ürünleri aracılığıyla anlamın yeniden üretilmesinin analizine odaklanmaktadır. Bu çalışmanın temel amacı, reklamlar tarafından sunulan ya da yaratılan dünyayı tanımlamak ve bu dünyanın ana karakteristiklerini ve bileşenlerini açıklamaktır. Bu doğrultuda, kadınlara ve erkeklere yönelik kişisel bakım ürünleri reklamları karşılaştırmalı olarak analiz edilmektedir. Bu süreçte, 2013 yılında yayımlanan kişisel bakım ürünleri reklamları göstergebilimsel analiz ile çözümlenmiştir. Bu çalışmanın sonucunda, kadınlara ve erkeklere yönelik kişisel bakım ürünleri reklamları arasındaki benzerlikler ve farklılıklar ortaya konulmuştur. Bu çerçevede, tüketicileri ikna etmek için reklamlarda ön plana çıkarılan kavramlar ve değerler belirlenmiştir.
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